The site was conceived as a key tool in the conversion of prospects into fans – engaging occasional & first-time visitors; completing the experience for users linking from search, ads & social channels; and directing regulars to the mobile app and loyalty program – through informational and entertainment content.
The core site content is organized around the two primary dimensions of the Taco Bell brand – OUR FOOD and OUR FANS – to reflect the enthusiastic interdependence between the two – the food is a non-trivial facet of its fans’ identity, and it is in turn inspired by their passions and their obsession.
In stores, a digitally-driven entertainment system would cycle through food stories, music videos and sports highlights from teams popular with fans, as well as fan-generated content. Display would be responsive to customer presence, turning the store entertainment system into a platform for fans to share their expression of “Live Más” with their friends.
Fan-generated content would also be curated into weekly 5 minutes of Más segments.
Digital menu boards would allow for automated variation in the emphasis given to different items to respond to different promotion priorities and consumption behaviors by time & day, marketing window, location, etc.
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