Fans’ beef with Taco Bell’s tainted-meat response, Air Canada nixes gendered greetings, and Facebook Stories can boost social media campaigns

Also: Fortnite goes silent to build anticipation, Jim Beam offers fans an Airbnb experience, ‘debt-free’ degrees for Chipotle employees, and more.

Good morning, PR pros:

Taco Bell’s recent removal of 2.3 million pounds of seasoned meat from its locations in 21 states has consumers asking, “Where’s the beef?”

The beef was discarded after federal regulators were alerted that three customers had complained about metal shavings in their menu items. Though Taco Bell swiftly removed the beef in question, and some locations offered steak or chicken substitutes, a few Twitter users criticized the fast-food chain for hiding the news:

What do you think about Taco Bell’s crisis response? How do you remain transparent without attracting attention to a PR crisis? Share your thoughts under the hashtag #MorningScoop.

Here are today’s top stories:

Air Canada implements gender-neutral terms

Passengers traveling with the airline will no longer hear the phrase “ladies and gentlemen.” Instead, flight attendants will say “everybody” in their announcements to be more inclusive.

Air Canada—named one of Canada’s best diversity employers—told CTV News: “We work hard to make sure all employees feel like valued members of the Air Canada family, while ensuring our customers are comfortable and respected when they choose to travel with us.”

Why it matters: Making diversity and inclusion efforts a focus can boost your company culture, attract new talent and endear consumers. As a bonus, moves such as Air Canada’s can also net you a few headlines—another business case for reaching D&I goals.

Related reading:


MEASURED THOUGHTS

According to new data released by Facebook, adding Stories to a Facebook newsfeed campaign can have a significant impact on outcomes.

Part for the reason for this lift is that the “Stories” format is such a natural fit for mobile devices.

The report suggests:

Mobile-first storytelling in your stories ad creative is vital to driving even more campaign efficiency. Specifically, adding mobile-optimized stories ads—creative assets designed specifically for the vertical placement—can further increase the efficiency of your feed campaigns.

To learn more about how to make your Facebook campaign dollars go a little farther, read the full report.

Fortnite goes dark to build buzz

 Epic Games just released a new season of its popular video game. However, in the days leading up to this colorful tweet, the feed was completely dark, as the company temporarily wiped out everything on the maps of its 250 million users, also wiping clean its Twitter profile:

The marketing stunt caused rumors to swirl, spiking conversation online and piquing users’ interest days before the reveal. Variety called it a “masterful marketing stroke,” especially considering that the game’s popularity has begun to wane.

 Why you should care: If your marketing efforts have grown stale, brainstorm ways you can “reboot” your campaigns and messages. That doesn’t mean you, too, should go dark before your next product launch, but thinking of ways to keep consumers on their toes can build excitement and draw greater attention (along with kudos).

 Related reading:


TACTICALLY SPEAKING

The bourbon maker recently offered fans a chance to “live like one of Jim Beam’s seven generations of Master Distillers” through an Airbnb listing:

The marketing move showcases the potential for building interest and engagement through customer experiences.

Chipotle offers employees ‘debt-free degree’

 The restaurant chain recently announced that it’s giving employees free tuition for 78 degree programs at a handful of nonprofit universities. Previously, Chipotle offered tuition reimbursement, but the new program can entice employees who can’t afford upfront education costs.

 Impress your boss: Want to win kudos and headlines? Check out what you’re offering your workforce. Not only are more and more organizations being applauded for company culture and benefits, but including initiatives such as free tuition or additional days off to participate in employee activism can boost your reputation and build trust among both internal and external stakeholders.

Related reading:


WHAT YOU SAID

We asked you where you stand on moderating your organization’s social media comments, and 74% of you use some filters to weed out inappropriate phrases, such as profanity:

Only 10% of you approach your branded social media comments without any filters and advocate for free and open speech. With harassment and toxicity online becoming more of a concern, you might want to look at your social media policies to settle on a strategy that encourages interaction and discussion, yet also aligns with your brand and maintains an inviting feeling.

Do you agree? Share your thoughts with us @PRDaily and under the hashtag #MorningScoop.


SOUNDING BOARD

How long should your next video be (or should you even make a video)?

Weigh in through our poll and share your thoughts on Twitter or in the comments with the hashtag #MorningScoop.

 

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