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Taco Bell gets creative with QR code to promote Cantina Bell menu

July 11, 2012

Taco Bell was an early adopter of QR coding within the quick-service segment, but now the chain is adding some creative flair to its mobile promotions.

According to Internet Retailer, Taco Bell is running national print ads featuring 2-D bar codes made of avocados and lemons. The design works like any other QR code, connecting mobile users with QR apps to a landing page promoting the chain's new Cantina Bell menu.

The Cantina Bell menu was officially launched in June. The lineup features items with guacamole and citrus flavors, which is where the avocados and lemons come into play. To create the QR code, they had to be lined up as a 2-D bar code, which requires a meticulous process to get smartphones to recognize the scan.

The landing page includes descriptions of Taco Bell's new menu, recipe ideas from celebrity chefs, a restaurant locator and videos.

ScanLife, a mobile commerce bar technology and services provider, partnered with Taco Bell for the ad campaign.

Mike Wehrs, president and CEO of ScanLife, told Internet Retailer:

"The content from a QR code is the most important piece of any campaign. Customers are showing interest in your ad, and are making the proactive decision to engage, so it is paramount that the campaign deliver on those needs. Many times, video can make a static print ad more engaging or deliver information that helps the viewer make a more informed decision. Taco Bell did a great job in offering a variety of experiences after the scan including recipe ideas, Twitter voting and a location finder. All of these features are important to different types of people looking for unique experiences."

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