Taco Bell uses QR codes, AR in new product launch

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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.

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ABOUT THE AUTHOR

Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, FaithandValues.com and with Threshold Media.