A couple days ago we were reading in Ad Age how Taco Bell tapped R/GA to help create more buzz in the social media sphere. Taco Bell wanted to use social media to connect with younger consumers. With so many entertaining digital campaigns and a very youthful brand, you would think this would be a match made in heaven.

Right? Well, not really. RGA decided that the best way to penetrate social media sites with Taco Bell chatter would be to focus less on entertainment and serve up a lot more information.

We’ll see how the campaign fares, but I find it hard to imagine that people will be tweeting “hey @rebeccabloom did you know that a fresca burrito only has 280 calories? let’s grub!!” We think it’s safe to say that their past digital campaigns would have had a lot more success than an informational campaign. Simply adding a tweet this and share this on facebook button after their usual game (generally starring a hot swimsuit model, which makes them even more viral), would have gotten them a lot more chatter on Twitter and Facebook.

After all, unless it’s related to homework or work, most younger consumers prefer to use the internet for entertainment and connecting with friends. Information doesn’t appear to be relevant to either of those goals.