Taco Bell’s Mobile Ads Are Highly Targeted to Make Users Crave Its Breakfast Menu
By Carlton Wilcoxson • March 18, 2016
Taco Bell is using a handful of intriguing targeting tools to reach its audience as soon as they wake up in the morning as part of a campaign to promote its new breakfast menu.Taco Bell is working with is Aki Technologies—a mobile advertising player that tries to “target mobile moments.” Aki first tracks consumers’ phone activity and data. For example, it can target ads based on extremely specific behaviors like knowing which apps consumers use first in the morning, their favorite news apps or what time of day someone looks at a breakfast recipe. Taco Bell is also playing around with Wishbone, a mobile app that lets users set up mini polls that ask their followers to pick their favorite photos. When users open Wishbone, they are shown two pictures and are asked which one they like best.