Fast food chain Taco Bell adds QR codes to packaging for MTV content
Customers at America’s number one Mexican-cuisine fast food chain, Taco Bell, are getting extra bang for their collective bucks by receiving access to exclusive MTV music content via mobile QR codes printed on Taco Bell cups and boxes.
Taco Bell is a sponsor of MTV’s Video Music Awards and together the companies decided to extend the value of the deal by offering TB’s customers fantastic content that can’t be seen anywhere else. Mobile barcode solutions company Scanbuy implemented the QR code mechanism for the Taco Bell franchise. Vice President of Marketing at Scanbuy, David Javitch, explains the campaign implementation: “Customers (who initiate the process by taking a photo of the QR codes with a code-reading app on their mobile phones) are taken to a mobile website where they can watch and listen to videos. The content is refreshed on a weekly basis to keep people coming back.”
Javitch believes that the element of exclusivity provided by the idea of ‘unlocking the box’ incentivises people to engage. “We have seen a 5% incremental lift by adding this option, and overall, we are well into six-figure scans in about 10 days time,” he said. “Mobile bar codes offer an immediate ‘Get More’ button to an interested consumer, so it’s really simple to get to the content, and it’s a very visible call to action.”
Taco Bell has incorporated the QR code campaign into its website, also making the content available to users who don’t have a QR reader installed on their phones via MTV’s mobile site at m.mtv.com/tacobell.