Taco Bell has expanded their mobile app to include Explore, an in-app game, which aims to enhance the loyal fan experience.
Aside from a standard loyalty program, Explore rewards users for sharing both branded and personal content on social by connecting their personal channels with the app. Those who share content can unlock puzzle pieces towards a variety of prizes (i.e., free drink, gift cards, trip to Taco Bell’s HQ). Taco Bell’s VP of Digital Innovation and On Demand classifies Explore as a game, “not a loyalty program”, and also reports a notable increase in app traffic since launch of game. Mixing gameplay with the power of social media has allowed Taco Bell to maximize participation and reach across platforms.