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Nmdl final taco bell_c_siekirk

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Nmdl final taco bell_c_siekirk

  1. 1. Taco Bell 2.0 What Would You Do for Fouthmeal?
  2. 2. Taco Bell Then & Now <ul><li>Subsidiary of Yum! Brands, Inc. </li></ul><ul><li>First location was opened in Downey, CA in 1962 </li></ul><ul><li>Nation's leading Mexican-style quick service restaurant chain </li></ul><ul><li>Over 5,600 locations are in the United States </li></ul><ul><li>Over 2 billion tacos and 1 billion burritos are served each year </li></ul>
  3. 3. Goals and Challenges <ul><li>Goals: </li></ul><ul><li>Increase brand awareness among 18-24 year olds, focusing on promoting the “fourthmeal&quot;. </li></ul><ul><li>Increase late night sales by 5% in three months. </li></ul><ul><li>Challenges: </li></ul><ul><li>Overcoming the threat of competitors staying open later to compete for late night sales. </li></ul><ul><li>Reaching an age group that does not respond well to traditional advertising. </li></ul>“ What would you do for fourthmeal?”
  4. 4. Get Target Market Involved with Interactive Games www.tacobell.com www.fourthmeal.com
  5. 5. Talking face-to-face with customers <ul><li>Use to promote interactive game and incentives </li></ul><ul><li>Connect with the consumer and create conversation by asking “What would you do for fourthmeal?” </li></ul><ul><li>Personalize the Taco Bell brand </li></ul>(Click photo to visit Taco Bell on Facebook)
  6. 6. <ul><li>Conversation is key! </li></ul><ul><li>Tweet who is in the lead for the grand prize each week </li></ul><ul><li>Offer random promotion codes or coupons to those on Twitter after 9 p.m. </li></ul>@TacoBell Get the Word Out with
  7. 7. <ul><li>Suggested Key Words: </li></ul><ul><ul><li>Taco Bell </li></ul></ul><ul><ul><li>Fourthmeal </li></ul></ul><ul><ul><li>4th meal </li></ul></ul><ul><ul><li>Taco Bell fourthmeal </li></ul></ul><ul><ul><li>Taco Bell 4th meal </li></ul></ul><ul><ul><li>tacos </li></ul></ul><ul><ul><li>Mexican restaurants </li></ul></ul><ul><ul><li>burritos </li></ul></ul><ul><ul><li>fast food restaurants </li></ul></ul>Google AdWords
  8. 9. What Would You Do for Fourthmeal? *Winner Announced 12/1/10*
  9. 10. <ul><li>twendz (Twitter) </li></ul><ul><li>HootSuite (Twitter in real time) </li></ul><ul><li>Facebook Insights </li></ul><ul><li>Google AdWords Reports </li></ul><ul><li>Google Analytics </li></ul><ul><li>How many customers submit their name and email address to play the online game </li></ul><ul><li>Coupons turned in as a result </li></ul>Metrics of Success

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