Someone perpetuated a hoax on the remote town of Bethel, Alaska and convinced them that a Taco Bell was opening soon. Then they found out it was all made up. When the story started making headlines and we caught wind of it, our team decided to do something about it. "Do something" like drop a Taco Bell Truck in town by helicopter and serve the whole town Doritos Locos Tacos.
In a matter of days, the team went from idea, to production, to live on air and on the web. In social media, we live tweeted #OperationAlaska as it was happening and fans began to follow along to see what came next. 30 second TV spots aired just days after shooting, which drove viewers to see the full story online. At the website, viewers could also explore bonus footage, and react through social media. It became the feel good taco story of the year.