Taco Bell wants its customers to “live more” and what better way to allow customers to do this than by offering them more?
Taco Bell has been able to stray from its traditional marketing through TV and print ads and more toward digital marketing efforts. Utilizing different digital techniques in order to target a millennial audience has helped the company find success in new ways — more specifically mobile ways.
In the past two years, Taco Bell has utilized mobile advertising when rolling out new promos such as its Happy Hour pricing in 2013 and introducing breakfast items in early 2014.
Taco Bell’s need to target mobile users really found success in 2013 when Mobile Marketer named the company with one of the Top 10 mobile advertising campaigns. Last year, Taco Bell ran an iAd as part of the marketing push behind Happier Hour when consumers could buy Mountain Dew Baja Blast Freeze drinks for $1 from 2 to 5 p.m. The brand’s interactive advertising campaign included location and time-targeted calendar reminders and the ability to send animated emails that reminded consumers about the promotion. Taco Bell’s campaign with multiple calls-to-action showed how using mobile advertising can help push consumers into stores.
Taco Bell’s efforts didn’t just stop at the consumer. The “Invite a Friend” tab let users pick a GIF, where the consumer could then send an email message to a friend with the subject line, “Join me for $1 Happier Hour.” An article in Mobile Commerce Daily touted the campaign by proving to be interactive, helping to drive brand awareness and increasing in-store traffic.
Mobile again was a key factor earlier this year when Taco Bell launched a 15-item breakfast menu with targeted messaging that leveraged dayparting. Taco Bell’s strategy for the launch of the breakfast menu was built on the previously mentioned Happier Hour. In addition to mobile media, the fast food company extended a pre-launch program for breakfast that gave social media influencers phones in order to maintain hype during the new menu release.
Taco Bell understands the needs of its younger audience — millennials — and their busy lives. The company knows that mobile reach among this group is important. This article from Mobile Commerce Daily really explores how Taco Bell execs are creating unique, digital campaigns to reach youth. Chris Brandt, chief marketing officer at Taco Bell, Irvine, Calif., said, “Millennials are clock-less eaters, and people in general are on the go all the time, so a lot of people are looking for smaller meals and at different times of day. I think that makes mobile really relevant across every daypart, whether it’s breakfast, lunch, dinner, Happier Hour or late night. We want to make sure that we’re hitting people at all those types of day and being there when they need us.”
The company also touts its presence on Vine as having unique trends in regards to certain products and one of the few fast food restaurants with an Instagram account.
Taco Bell has truly encouraged people to “Live Mas” through different digital marketing approaches.