Audience Engagement on Messaging Apps has been immense for Taco Bell, with up to 80 percent of Taco Bell’s followers opening its Snaps. Snaps can be simple photos set to self-destruct within seconds or they can be Snapchat Stories, an amalgam of messages, photos and videos that run for minutes and are available for watching over a 24-hour period.
Messaging Apps have injected a whole new boost to the excitement around promotions that are targeted at the younger audiences.
According to a case study, shared for Taco bell, which has over 200,000 followers, Taco bell has successfully harbored its friendship and forged a relationship on the messaging apps with directed replies that keeps fans engaged.
The other key element that has gone into engaging audiences is giving out prizes as incentives that keep the younger audience coming back in anticipation for winning something.
In November 2014 Taco Bell upped its college football deal to partner the College Football Playoffs a new playoff system which allows teams to compete for a place in the National Championship Game.
The new deal includes an exciting component for partners and students with the creation of the first student section for the College Football Playoffs.
At each game in the playoff there will be 1000 seat student section where Taco Bell and ESPN will award 500 students from each school free seats.
Taco Bell will use their social media platforms to drive the publicity of the partnership by giving away 10 of the best tickets per school to the rowdiest most passionate fans.
In order to get hold of these tickets students will need to upload photos of their passionate school spirit to Twitter or Instagram @tacobell with Taco Bell’s slogan live más (#LiveMásFans).
With this new partnership Taco Bell has furthered its strategy to become a friend, who can get students access to cool events they want to be a part of.
Other messaging apps that are growing in popularity could provide a similar avenue for brands to increase their engagement and reach audiences in a context. WhatsApp is closing in on nearly a billion users and has 30 Billion messages sent in a day.
With the increasing popularity of Messaging Apps, Brands can create campaigns to engage users with exclusive invites and a fun event with clues posted on Messaging App Chats with audiences.