July 20, 2012, 10:30 AM

Taco Bell offers a large m-commerce menu

Be innovative and distinct, advises a Taco Bell executive and MMCF 2012 speaker.

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Taco Bell is a leader and innovator in mobile commerce and marketing. It offers a mobile app with augmented reality, technology that digitally changes what a consumer sees through his smartphone camera. It recently redesigned its mobile site. It has conducted multiple campaigns with QR codes, two-dimensional bar codes that link to mobile web-based content when scanned by a smartphone camera. And it will begin using text messaging this year.

Last summer Taco Bell ran a QR code campaign that linked food packaging to MTV music videos. The promotion netted the restaurant chain 420,000 scans during a six-week period--one of the biggest responses ever for its 2-D bar code vendor ScanLife. And it just launched a new QR code print advertising campaign where the QR codes are made up of avocados and lemons, a unique trick.

For Taco Bell, mobile marketing is all about keeping the brand top of mind with consumers at all times, says Nicholas Tran, social media lead, digital marketing, who will be speaking at the 2012 Internet Retailer Mobile Marketing & Commerce Forum Oct. 8-10 in San Diego in a session entitled “QR Codes + Augmented Reality = A Mobile Marketing Score for Taco Bell.” 

“The session will focus on how Taco Bell uses mobile to enhance the customer’s post-purchase experience with the brand,” Tran says. “From the brand’s mobile app and augmented reality features to QR codes offering exclusive content, Taco Bell constantly works to keep them engaged with the brand while on the go.”

Tran says attendees at the session will gain a clear understanding of what it takes to pull off successful mobile marketing campaigns and how they can distinguish their efforts.

“Because mobile devices are an extension of consumers’ everyday lives, brands should look to engage in the space in a way that is convenient and relevant to the consumer,” Tran says. “Attendees will better understand the value of mobile, as it gives brands an opportunity to be innovative in the space and provide a distinct experience to mobile users.”

Internet Retailer’s editors asked Tran to speak because his experience in digital marketing has helped Taco Bell increase consumer engagement online and in the mobile space. Tran has managed several mobile initiatives for Taco Bell, including the launch of the brand’s mobile app and its integration in a consumer loyalty program. He also guided the launch of multiple QR code campaigns.

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