Taco Bell hasn’t abandoned Twitter. It’s just launching a new app.

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No, Taco Bell hasn’t been hacked or given up on social media

The fast food chain blacked out its Twitter, Facebook, Instagram, Tumblr and YouTube accounts on Tuesday in an effort to promote the launch of its new mobile ordering and payment app

“We wanted to make sure that the message broke through. There are thousands of apps that launch every day,” said Tressie Lieberman, senior director of digital marketing and platforms at Taco Bell. “We are a brand of firsts. We like to do things that have never been done before.”

The company and its agency Digitas worked with Twitter to “reset” its Twitter presence. There is now a @tacobell account with zero followers and a separate, protected account called @totallynowehere that has the 1.4 million followers from the original account Read more…

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