On April 1, 1996, Taco Bell took out full page ads in six major newspapers to announce a transformative acquisition.
A thread on one of the greatest April Fools’ Day pranks (and viral marketing campaigns) of all time...
Taco Bell is a chain of fast food restaurants offering attractively-priced, Mexican-inspired foods.
It was founded by Glen Bell in Downey, California in 1962.
By 1996, it had thousands of locations around the world.
The organic growth was great, but the team had bigger plans.
Management got to work.
After planning in secret for several months, they prepared to make a big, splashy announcement.
On April 1, 1996, they were finally ready.
Taco Bell ran a full page ad in six major U.S. newspapers announcing a transformative acquisition.
“Taco Bell Buys The Liberty Bell”
The ad explained that, in an effort to help the national debt, Taco Bell had acquired the Liberty Bell.
It would be renamed The Taco Liberty Bell, but remain available for public viewing.
The news caused an immediate uproar.
Thousands of calls poured in to Taco Bell HQ, the National Park Service, and the Liberty Bell Center.
A National Park Service employee was quoted as saying, “We were shocked. We had no idea this was happening.”
Aides for two U.S. Senators placed calls to understand the news.
While the news of the acquisition was fake - it was April Fools’ Day, after all! - the viral marketing engine it ignited was very real.
1,000+ media outlets covered the story, including The Today Show and Good Morning America.
It reached over 70 million Americans!
In the end, the April Fools’ Day prank cost Taco Bell $300K, but was estimated to have generated over $25 million in free publicity.
Sales at the chain spiked in the weeks that followed.
The Liberty Bell was safe and sound.
Oh, and the national debt remained enormous...
The Taco Liberty Bell campaign goes down as one of the best April Fools’ Day pranks - and one of the highest ROI viral marketing campaigns - in history.
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First principles thinking is a powerful mental model for driving non-linear outcomes. It also requires a willingness to ask difficult, uncomfortable questions.
Here are a few to help you get started:
What is the problem I am trying to solve?
We often waste time and energy trying to solve the "wrong" problem.
Identify the "right" problem before you start trying to solve it.
What do I know to be true about this problem?
Write down everything you know about the problem (and its previously attempted solutions).