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Taco Bell flaunts new Steak Burrito through interactive mobile effort

Fast food giant Taco Bell is inviting consumers to try its new steak burrito via a marketing effort that puts mobile at the center.

The company is running the campaign within Pandora?s iPhone application. In additional to mobile banner ads, Taco Bell is also incorporating audio ads to entice those on-the-go consumers with its new product.

?I like the Taco Bell mobile ad campaign,? said Simon Buckingham, CEO of Appitalism, New York. 

Mr. Buckingham is not affiliated with Taco Bell. He commented based on his expertise on the subject.

Taco Bell did not respond to press inquiries.

Mobile hunger
Taco Bell's cantina steak burrito is part of the fast food giant's gourmet-inspired menu from chef Lorena Garcia and sells for approximately $5.

The Taco bell ad features an image of the new steak burrito and reads ?Introducing Taco Bell?s Cantina Steak Burrito. Try Our New Steak.?

The audio component also highlights the new product and emphasis on various facts on why consumers need to try it.

When users tap on the mobile ad, it expands to feature a store locator where consumers can find the nearest Taco Bell location by entering their ZIP code or cross street.

By incorporating location, Taco Bell is able to drive in-store physical traffic to its stores.

Mobile advertising is a great channel for marketers to use, especially when promoting new products and items.

Consumers are constantly on the go, but at the same time, very connected.

Past initiatives
Taco Bell is no stranger to mobile advertising.

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

In July, Taco Bell ran a mobile advertising campaign that highlighted its Cantina Bell menu and encouraged consumers to learn more about it (see story).

?For this new campaign, the product image screen shot is a little small and the slogan 'Try Our New Steak' is a bit of a strange call-to-action, but the campaign is solid enough to link by location to the nearest store which drives restaurant footfall and traffic,? Mr. Buckingham said.