Taco Bell Hopes Its New Social Effort Isn't A Dead-Ringer

It's been said that social media is all about retailers creating relationships with their customers. Restaurant chain Taco Bell is taking that advice literally and is pushing its social media message by sending stylish (some might prefer the term garish) gold stylized rings—displaying the words "Taco Bell"—to some of its biggest celebrity social media fans.

Among the recipients: Chrissy Teigen, a Sports Illustrated swimsuit model; Jessica Lu, an actress on MTV's dram-com Awkward; and Leah Cecil, Miss California 2012, according to USA Today.

"Every day, we get tweets and Facebook posts from consumers asking us to marry them," says Jozlynn Rush, social-media community manager at Taco Bell, who created the unusual promo. "Our consumers are passionately in love with the brand and want to be in a relationship with us."

Pictures of the rings have been tweeted and re-tweeted on Twitter and posted on Instagram. Taco Bell has 10.1 million Facebook fans, 500,000 Twitter followers and about 100,000 Instagram followers.

"They are leveraging a theme from the popular (Beyoncé Knowles) song, '(Single Ladies) Put a Ring on It,' " says Daina Middleton, a social-media consultant. "I suspect they would like to invite women into the Taco Bell circle—and this is an innovative way to do that."

For Taco Bell, it's about a conversation with its core 18- to 34-year-old audience. "The way we approach social media is that every day is a new opportunity to engage with our fans," said Tressie Lieberman, director of digital marketing at Taco Bell.

For more:

- See USA Today story

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