The fast food giant is running the campaign within The New York Times iPhone app. Taco Bell has used mobile advertising in the past to bolster in-store foot traffic and increase brand awareness.

“The Taco Bell mobile ad campaign is compelling,” said Simon Buckingham, CEO of Appitalism, New York.

“There is a clear call-to-action and attractive special offer and a convenient way for consumers to engage with clear reminders,” he said.

“The iAd campaign uses the phone’s reminders to set alerts and allows for downloads as well as proximity alerts when a consumer gets close to a Taco Bell location.”

Mr. Buckingham is not affiliated with Taco Bell. He commented based on his expertise on the subject.

Taco Bell did not respond to press inquiries.

Digitas is the Digital AOR for Taco Bell.

Driving awareness
The Taco Bell iAd creative reads “$1 Mtn Dew Baja Blast Freeze at Happier Hour 2-5PM.”

When consumers tap on the ad, it expands to offer them more information about the promotion.

From there, consumers can browse a variety of tabs, including “Remind Me at 2PM,” where users have the option of saving the event to their device’s calendar.

There is also a “Remind Me Nearby” tab that alerts consumers when they are near a Taco Bell location.

Moreover, the “Invite a Friend” tab lets users pick a GIF and invite a friend to join them for Happier Hour.

After users choose a GIF, their email application opens up where they are able to send a message to a friend with the subject line, “Join me for $1 Happier Hour.”

Overall, the Taco Bell campaign is very interactive and, ultimately, aims to drive brand awareness and drive in-store traffic to its locations.

Mobile repertoire
Taco Bell is continually incorporating mobile into its marketing plans.

Last year, the fast food chain expanded its mobile reach with a mobile advertising campaign that encouraged users to learn more about its limited-time-only product (see story).

In July, Taco Bell ran a mobile advertising campaign that highlighted its Cantina Bell menu and encouraged consumers to learn more about it (see story).

Most recently, Taco Bell beefed up its mobile efforts with an initiative that incorporated mobile and helped the fast food giant get the word out about its new items (see story).

“There’s nothing tacky about this new campaign- it rings the winner’s bell,” Mr. Buckingham said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York