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BizReport : Mobile Marketing : March 12, 2012


Taco Bell uses QR codes, AR in new product launch

Packaging for Taco Bell's most innovative product in the chain's history will feature a QR code and augmented reality in one of the company's largest marketing pushes.

by Helen Leggatt

taco.jpgThe much-hyped launch of Taco Bell's latest new product, a taco shell made from Nacho Cheese Doritos, includes a helping of mobile marketing in the form of QR codes and augmented reality.

The holders for the new snack, called Doritos Locos Tacos, will feature a QR code. When scanned using any barcode reader on a smartphone the QR code gives access to exclusive video content from the Feed the Beat music concerts. Taco Bell provides food for musicians after each of the concerts. New video content is provided each week.

Taco Bell has also placed an AR feature on its Doritos Locos Tacos Big Box Meal packaging and medium and large cups. Used in conjunction with the Taco Bell mobile app, the AR feature allows customers to connect with the brand via live Tweets and Facebook comments.

Between March 12 and May 6, selected Tweets featuring the hashtag #DoritosLocosTacos will be displayed on digital billboards in New York City's Times Square and on Los Angeles' Sunset Boulevard. Once a Tweet appears on a billboard, a snapshot will be sent to the Tweeter for download and located for viewing on www.doritoslocostacos.com.

Earlier this year Taco Bell used augmented reality to hold a contest to win a PlayStation Vita. Unfortunately, the contest was hacked and will be re-run later this month.

Tags: AR, marketing, mobile marketing, packaging, product launch, product marketing, qr code, social










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  • .QR-enabled mobile websites, believes that QR codes are valuable and increasing in popularity. He believes though that this value is being undermined by ineffective and improper use of the technology.



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