Taco Bell drives traffic in-store via promotional mobile banner ads
By Rimma Kats
June 16, 2011
Taco Bell ad within Pandora app
Fast food franchise Taco Bell is promoting its new meals via mobile banner ads that let consumers learn more about the offerings and find the nearest location to check them out.
The company is running mobile banner ads within the Pandora app. When consumers click on the full-page ad, they are redirected to Taco Bell’s mobile site where they can learn more about the new offerings.
"We’re looking to reach millennial males with our Spend Less Summer campaign, and our research shows that this target is increasingly using mobile devices, and music indexes high with them," said Juliet Corsinita, Senior Director, Media Services, Taco Bell Corp. "So Pandora is a great way to reach this demographic."
Think outside the bun
The full-page Taco Bell mobile ad features a special offer for its Crunchwrap Supreme that is valid from June 12-18.
When consumers click on the ad, they are redirected to a mobile landing page that features the offer, as well as introduces them to Taco Bell’s new XXL Grilled Stuft Burrito.
Consumers can learn more about the new products
In addition to learning more about its new food offerings and deals, consumers can find the nearest location to get the deal, as well as try the new meals.
Consumers can also learn the nutritional information about the products and browse the allergy.
Customers can also look up the menu to see what other products Taco Bell offers.
Customers can browse the menu
Via the mobile ad consumers can also check their Taco Bello gift card balances.
Consumers can find the nearest store, as well as check gift card balances
Advertising on mobile is a great way for companies to connect with consumers – both existing and new ones.
Taco Bell advertising on the Pandora platform works for the company given the vast amount of users who visit the app daily.
Additionally, offering an incentive such as an offer to mobile users is a great way to drive traffic in-store.
"With people on the go this summer, mobile is an important part of our integrated, 360 communication approach that also includes television, radio, online and social media," Ms. Corsinita said.
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