Fast food giant Taco Bell is running a mobile advertising campaign that highlights its new Cantina Bell menu and encourages consumers to learn more about it.

The company is running the mobile ads within Us Magazine?s iPhone application and mobile site. Taco Bell has been using mobile quite a bit and is continually implementing the medium into its efforts.

"Our consumers are constantly on-the-go and mobile devices are an extension of their everyday lives," said Juliet Corsinita, senior director of media and brand partnerships at Taco Bell.

Fast food
The Taco Bell mobile ad reads ?New Cantina Bell Menu.?

When consumers tap on the banner ad, they are redirected to a mobile-optimized landing page where they can scroll down to experience the new menu items.

Through the ad, consumers can browse the different food items, check out nutritional information and share their favorite picks with friends and family through Facebook, Twitter, Pinterest and Google+.

Additionally, users can learn more about Chef Lorena Garcia who put her own touch to the new Cantina Bell menu.

Most importantly, the mobile ad features a store locator feature that not only helps consumers find the nearest Taco Bell location, but also helps drive in-store traffic.

Taco Bell is smart to use mobile advertising for this campaign.

Consumers are always on-the-go, but they also always have their mobile device on-hand.

Therefore, reaching them with new offers is key.

Hungry for mobile
Taco Bell is always one step ahead when it comes to mobile.

The company has delved into various mediums such as mobile advertising, QR codes and augmented reality.

In March, Taco Bell using augmented reality within its mobile application to promote the company?s Doritos Locos Tacos and elevate the user experience through technology (see story).

Most recently, the fast food chain expanded its mobile reach with a mobile advertising campaign that encouraged users to learn more about a limited-time-only product (see story).

"Ninety-five percent of ages 18-34 have mobile phones and depend on them regularly to stay connected to each other and to the content they are seeking," Ms. Corsinita said.

"While we consider the value of all screens available in our planning process, mobile is a key aspect in our initiatives because this is where our consumers are already investing their time and attention," she said.

We work to make ourselves available to the consumer in a way that is convenient and relevant, and leverage mobile to make personal connections as well."

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York