Taco Bell has shattered a Snapchat record. Last week, the brand launched a sponsored lens campaign that turned consumers' heads into a giant taco shell to celebrate Cinco de Mayo—resulting in 224 million views in one day.
Ryan Rimsnider, senior manager of social strategy for Taco Bell, said that his team spent six weeks working directly with Snapchat to create the lens. Adweek has previously reported that the ad format costs $750,000 for holidays and big-ticket events like the Super Bowl.
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