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Diving letter:
- Taco Bell will be distributing free tacos across multiple digital platforms to commemorate National Taco Day (October 4th), as emailed to Marketing Dive. The QSR will run separate campaigns developed with the creative agency Deutsch LA on the US and international markets.
- In the USA, Taco Bell will start its own server on the Discord chat platform and use a trivia campaign to crown a “Taco Champion”. The brand will also “raid” other Discord channels and give away free tacos. Easter eggs on Reddit and Taco Bell’s other social channels will fuel the chain’s efforts.
- The latest incarnation of the chain’s marketing focus on National Taco Day includes an international push where fans can earn a free taco by sending a taco emoji to a specific number. The number is made available via QR codes and short URLs available in out-of-home (OOH) ads or social media that pre-populate the messaging app, WhatsApp or SMS platform of consumers with a Open taco emoji. Attendees will receive the special offer and a GIF after sending the message.
Dive Insight:
Taco Bell has made National Taco Day an opportunity for marketing activation for years, and the 2021 edition will employ various tactics as the chain seeks to make a profit in the US and international markets. While the approach differs between markets, the use of digital channels is consistent and continues to grow as the behavioral changes triggered by a pandemic solidify and become embedded in consumer culture – a priority for a brand that recently named its first cultural agency.
For its US push, Taco Bell will debut on Discord, a chat platform with 150 million active users per month, according to details shared with Marketing Dive. Along with a taco trivia competition crowning a “taco champion” – who wins free tacos and gets a special role on the server – Taco Bell will be handing out taco gifter meals on other servers on the platform, tapped by brands Including Jack in the Box, Hot Topic and the rival Chipotle, to exchange ideas with fans about the “emergent culture”.
By “raiding” other Discord servers, distributing Easter Eggs on Reddit, and promoting activation on its own social channels, Taco Bell can reach a wider group of consumers who spend time on a variety of popular social channels.
In international markets, Taco Bell’s campaign revolves around the idea that while there are billions of smartphone users in the world, the “vast majority” have never had a taco even though they have a taco emoji on their phone have, so the company. The effort uses QR codes and short URLs which reduce the friction of activation and take into account the preferred devices and chat platforms of different countries. In addition to pre-filling messages with emojis and delivering gifts and GIFs, the campaign uses flexible design elements like typography and color palettes.
The messaging-focused effort is an extension of Taco Bell’s larger “I See A Taco” campaign launched in May as part of the chain’s global push. The campaign is translated into five languages ​​and is launching in 23 markets including Aruba, Australia, Brazil, Canada, Chile, Costa Rica, Cyprus, Dominican Republic, El Salvador, Spain, Finland, Guatemala, India, Netherlands, New Zealand, Panama, Peru , Philippines, Puerto Rico, Portugal, Romania, Sri Lanka and the UK
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