Mobile Campaign of the Year: Taco Bell “Doritos Locos Tacos”

Taco Bell went all out to promote its Doritos Locos Tacos products.

Simply using one channel was not enough for the Yum Brands-owned fast food giant. Taco Bell used mobile advertising, QR codes, augmented reality and Instagram to help spread the word out.

Taco Bell used augmented reality within its mobile app to promote the company’s Doritos Locos Tacos and elevate the user experience through technology.

Consumers were able to connect with the brand through the app’s Buzz Finder.

Consumers were encouraged to hold their mobile device to Taco Bell's soda cups or the Doritos Locos Tacos box and the products were brought to life.

The fast feeder also placed QR codes on its packaging to offer exclusive content from artists that performed at the Hype Hotel.

Those not attending were still able to view performances by scanning the mobile bar codes featured on the Doritos Locos Tacos holsters, which led users to exclusive video content showcasing performances from the Hype Hotel.

Furthermore, Taco Bell used Apple’s iAd network to roll out a campaign that incorporated social media and location-based technology to drive consumer engagement.

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

When users tapped on the mobile ad, they were encouraged to get a free taco.
Additionally, the ad let consumers set a reminder by adding the event to their device’s calendar.

Finally, Taco Bell ran an Instagram campaign that let users win prizes by snapping pictures of their favorite meals.

The Taco Bell Instagram campaign was the last piece of its Doritos Locos Tacos piece.
The campaign encouraged consumers to tag their Taco Bell meals with the hashtag, #livemascontest.
To participate in the campaign, users had to register to enter on Taco Bell’s Web or mobile site by filling out contact information and their Instagram username.

Once registering and submitting a tagged photo, consumers were entered to win grand prizes including a trip to the Taco Bell test kitchen, a $5,000 scholarship towards college or trips to either Pacifica, CA, for surfing lessons or Seoul to visit Taco Bell's South Korea location. Daily prizes include a year’s worth of Doritos Locos Tacos, gift cards and T-shirts.

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The mobile, social link

Many of our clients recently launched new versions of its mobile bar code application for Android and iOS users to make it easier for users to discover the best QR codes and products via Facebook.
To promote the app and mobile bar code scans, they are running a "Like It to Win" holiday giveaway, giving mobile users who download the app, scan a mobile bar code and indicate their favorite scans a chance to win an Amazon gift card.

Over 15,000 “Likes” have been recorded so far. The most liked brands are Best Buy, Kohl’s, Heinz and Samsung.

“This data is showing that people of course like content that provides holiday shopping deals, but they are also giving their approval on a Heinz Corporate Giving effort” Mr. Wehrs said.
“This again proves the potential for QR codes to go far beyond just leading a consumer to a product’s Web site,” he said.

“Interestingly, all of the most liked items are from content that is made for mobile, and none that were PC formatted. This shows again that people appreciate getting content on their mobile device that is relevant and easy to use.”

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