This quick service restaurant launched a mobile marketing campaign in an effort to develop another channel to communicate with their most loyal customers.

To subscribe to the Taco Bell SMS campaign, customers texted the SMS keyword “TBIC” to the SMS short code 30364. The campaign was promoted to customers through traditional media such as radio, television and print.

To incentivize customers to opt-in, Taco Bell offered a free Frutista Freeze, with the purchase of any food item, after a customers opted-in to the mobile program.

 

This mobile marketing campaign generated 13,000 opt-ins within the first five weeks.