Cravings can strike hard after a night out so Taco Bell created the Student Tour Campaign to offer free late-night rides in branded Tuk Tuks from local clubs straight to the nearest Taco Bell restaurant.
Ensuring no appetite goes unsatisfied, Taco Bell teamed up with Seed for this student-targeted campaign in five university cities, beginning with Liverpool at Taco Bell Bold Street in collaboration with student night Cool It at Heebie Jeebies. Students can also look out for Taco Bell-branded Tuk Tuks at Cambridge, Bristol and Cardiff.
As a reward for downloading the Taco Bell app, students get a Taco Token to use in-store. What's more, the first 250 customers at participating locations get a limited-edition Taco Bell Recovery Kit to support further replenishment after an evening out.
Late-Night QSR Vehicles
The Student Tour Campaign Shortens the Trip from the Club to Taco Bell
Trend Themes
1. Branded Student Rides - Operating branded Tuk Tuks for students reveals an opportunity for targeted marketing during peak nighttime hours.
2. Recovery Kits as Promotional Tools - Limited-edition Taco Bell Recovery Kits serve as a unique post-party promotional tool to enhance brand loyalty.
3. App-based Rewards Programs - Providing rewards for app downloads encapsulates a strategy to boost mobile app engagement and customer retention.
Industry Implications
1. Quick-service Restaurants (QSR) - Offering late-night rides and promotional kits at QSRs could redefine convenience and customer interaction after nightlife activities.
2. Student Marketing - Targeting students with exclusive transportation and rewards campaigns opens up niche marketing opportunities within university cities.
3. Mobile App Development - Integrating reward-based campaigns into mobile apps highlights the growing intersection of digital engagement and physical brand experiences.