In an effort to increase download rates to its new mobile app, which includes mobile order & payment options, Taco Bell has blacked out all of its digital pages, leaving only the message “It’s #OnlyInTheApp”.
The brand’s social pages & website were adorned with black imagery and one message, directing to the app download via a link. While Taco Bell is just another of the many brands launching new mobile payment options, it is claiming to be the first fast food chain to offer mobile ordering and payment options in the restaurant and drive through. This digital blackout is a strategy to help differentiate itself from all the other brands launching the new technology, helping to spread the word & entice app downloads. In addition to the digital blackout, Taco Bell is also releasing a TV campaign to promote the new app launch. To read more about the activation, visit AdAge.