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Mediacom Castillo said the lion’s share of the media budget was going to television.

While conventional wisdom may suggest millennials have abandoned the format, she said Taco Bell’s research has shown many consumers in its core demo of 18 to 24-year-olds still live at home, have access to cable television and are avid TV watchers.

The campaign attempts to push beyond an emphasis on value and promotional deals — usually the focus for these types of efforts — to instead do a little world-building that piques customers' curiosity and draws them in creatively.

Thalberg's comments about skipping the Super Bowl are interesting as well, as the executive earlier this year suggested that Taco Bell would be directing more budgets toward TV and away from digital, as the latter previously led the brand "down some garden paths." The Belluminati campaign, however, has a strong digital component, including through social media.

Taco Bell teased the item last week, allowing customers to pre-order and try it over the weekend without knowing what it was.

If the file has been modified from its original state, some details may not fully reflect the modified file.

Taco Bell’s latest menu innovation is a crunchy quesadilla folded and filled with ground beef, pepper jack cheese, salsa, sour cream and shredded lettuce — and it’s served with a side of hype.

Targeted at a college kid demographic, the ad built up anticipation with millennials bragging that the hand-held meal is going to be bigger than man buns, the dating app Tinder, drones and even football.

The latest hybrid menu addition will be available nationwide starting tomorrow.

Taco Bell's push, beyond having fun with outlandish online conspiracy theories around the Illuminati, shows the brand positioning its dollar menu as an appealing option for consumers who want VIP access at little cost.

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