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Taco Bell taps iAd to amplify brand awareness

Taco Bell

Fast food giant Taco Bell is continuing to promote its Doritos Tacos through different mobile mediums including a new iAd campaign that mixes social media and location-based technology to drive consumer engagement.

The company is running the iAd campaign within Pandora’s iPhone application. Taco Bell has used mobile advertising, augmented reality and QR codes in the past few months to get the word out about its Doritos Tacos products.

“Doritos Locos Tacos is the biggest product launch in Taco Bell history – we've sold more than 250 million and wanted everyone in America to try one for free,” said Juliet Corsinita, senior director of media and brand partnerships at Taco Bell Corp. 

“So we purchased iAd as part of a program to create awareness of Taco Bell’s celebration of the World Series through activation of the Steal A Base, Steal A Taco campaign,” she said. “We wanted to draw attention to the promotion and the subsequent redemption date to generate excitement and anticipation for the stolen base that rewarded free Doritos Locos Tacos for America.  

“We used iAd because of their advanced targeting capabilities and creative flexibility.”

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Quiero Taco Bell
The Taco Bell iAd features several messages including  “A base was stolen in the World Series, so America Gets,” “Stolen=Free Tacos” and “#FreeDoritosTacos.”

When users tap on the mobile ad, they are encouraged to get a free taco on Oct. 30 from 2pm-6pm.

Additionally, the ad lets consumers “set a reminder” by adding the event to their device’s calendar.   

Furthermore, users can learn more about the original Doritos Locos Tacos, find the nearest Taco Bell location and tweet about the event to their followers. 

By incorporating social media and location-based technology, Taco Bell is connecting with consumers on a deeper level. 

Marketers are beginning to see the importance of implementing social media into their mobile efforts and many companies are using different channels such as Twitter, Pinterest and Instagram, instead of going the regular route – Facebook. 

“Mobile has played an integral role within all our Doritos Locos Tacos marketing efforts,” Ms. Corsinita said.

"Not only did we execute consistent cross-channel experiences across all devices and partnerships, but we also took it to another level by integrating our user generated photo contest across Facebook and Instagram playing off a very unique TV commercial that shared the love people have for Doritos Locos Tacos," she said. 

Loco for tacos
Taco Bell has used mobile several times this year to promote its new food product.

Earlier this year, the fast food giant used augmented reality within its mobile application to promote the company’s Doritos Locos Tacos and elevate the user experience through technology.

The company partnered with Frito-Lay to reinvent its mobile popular menu item fifty years after introducing it. 

Taco Bell added a mobile component to engage users on another level (see story). 

In July, the company expanded its mobile reach with an advertising campaign that encouraged users to learn more about a limited-time-only product (see story). 

Most recently, Taco Bell continued to rely on mobile and social as the marketing muscle behind its line of Doritos Locos Tacos with an Instagram campaign that let users win prizes by snapping pictures of their favorite meals (see story).

“Mobile is the foundation,” Ms. Corsinita said. “Mobile isn't just a channel, it's a technology-driven cultural phenomenon that is fundamentally changing how consumers interact with brands and one another.

“Our target audience uses their devices as compasses to explore, discover and try new things,” she said.

“At Taco Bell, we're always looking to create authentic experiences that provide user value as they go about their daily routines, visit our restaurants and explore our menu.”

Final Take

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.

 
Related content: Food and beverage, Taco Bell, iAd, mobile advertising, Doritos Tacos, mobile marketing, mobile

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