Social media sites are abuzz with the news that Taco Bell has blacked out its online presence in an effort to promote its new app, rumored to be launching later today. Taco Bell changed its Twitter handle to @totallynothere so as to make it appear that it has erased all content. Its official Twitter account has been blacked out. Content on the company's Facebook page has been deleted and all images have been blacked out. On Instagram, Taco Bell released a series of black and white text-based images with the hashtag #onlyintheapp. Taco Bell's website, a hub for its menu, franchisee information, press releases, and investor news, has also been blacked out.
Rumors have been swirling about Taco Bell's new app since news of its forthcoming release was announced earlier this year. Though fans may be able to connect to each other via the mobile app, its unlikely to replace Taco Bell's Twitter, Instagram, and Facebook presence for good. The app will push Taco Bell ahead of some of its competitors by allowing users to order food ahead, and by notifying users of when their order is ready to be picked up. Payment options will also be streamlined through the app, though its unclear if Taco Bell has partnered with a related service such as Square or Apple Pay or if it has designed its own payment processing system.
It's a bold move for the fast food giant, which has over 10 million fans on Facebook. Taco Bell is known for its forward-thinking social media strategy, however, and remains popular on social media. Will this new campaign give it an edge over its competition? Or will fans mistakenly come to think that the fast food chain is shutting its doors?