Taco Bell creates documentary on YouTube stars

06/30/2014 | Adweek

Taco Bell is riding the popularity of YouTube celebrities with a 10-minute documentary that follows up-and-coming content creators during last week's VidCon conference, which Taco Bell's Tressie Lieberman describes as "Beatlemania for the YouTube community." The video is on Taco Bell's YouTube channel but contains no product placement. "Our social strategy overall is to be the friend," Lieberman says.

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