We're taught early in life that it's not nice to play tricks on people, but what about when that trick turns into something great? When some nefarious pranksters duped the small town of Bethel, AK into thinking that a Taco Bell was opening for the 6,500 residents, the actual company saw a brilliant opportunity. Executives caught wind of the excitement, and later dismay, of the faux announcement and organized an effort dubbed "Operation Alaska" to airlift 10,000 of their (now famous) Doritos Locos Tacos to the hungry denizens of Bethel. The event was a major success, and proved to be a great way to build brand advocates in a town where their crunchy tacos aren't available for over 350 miles.
Taco Bell is making 2012 their year with a revamped Twitter campaign, real-time listening and action (they started selling Doritos Locos at a store from a customer's tweeted request), and a new image based around their slogan "Live Más." If things keep up with the buzz they've garnered from their partnership with Doritos, only good things are ahead for the nation's favorite taco haven.