To bring awareness and drive donations to the Taco Bell Foundation and its Live Más Scholarship, a scholarship for students whose passions may not necessarily fit into the conventional “academic” or “athletic” scholarship categories.
The location-based campaign encouraged individuals to visit a nearby Taco Bell and purchase the highly popular Doritos Locos Taco, in which a portion of all sales would be donated to the Live Más Scholarship.
Creative mobile ads were served with Distance Overlay to increase foot traffic to Taco Bell stores.
Location Audiences enabled Taco Bell to reach the most engaged people for this campaign. Taco Bell targeted core audience groups: Taco Bell Fans, Competitive QSR goers, Community College Students and Generation Z.
The two week campaign drove over 170,000 visits to Taco Bell locations.
Taco Bell was able to make a $500,000 donation to the Live Más Scholarship thanks in part to heightened media awareness and a portion of Doritos Locos Tacos sales.
The Loyalist Audience provided the highest engagement with nearly 1 out of 4 consumers visiting a Taco Bell after receiving a personalised mobile ad.
Third-party validation from Placed, a leader in ad to in-store attribution, indicated that the campaign resonated well among young men. Males 18-24-year-olds over-indexed as the most receptive audience to campaign messaging.
“Through our partnership with GroundTruth and the power of location data, we were able to increase awareness, store visits and sales around our Doritos Locos Tacos during that two week window,” said David Garcia, Senior Media Manager at Taco Bell. “More importantly, the increase in taco sales meant more donations to the Taco Bell Foundation for our Live Más Scholarship.”