Taco Bell made a bold move this week to funnel users towards its app. It blacked out its Twitter– posted a black image as its profile image and hid its its 1.4 million Twitter followers – to promote its new app which will build customized orders, find nearby location, enable wallet-less checkout and save favorite items. On Instagram, Taco Bell posted a collage of photos that said “The New Way to Taco Bell Isn’t On Instagram. It’s #OnlyInTheApp”, the hashtag that has since been used in all of its post.

L2’s Intelligence Report: Mobile & Tablet finds that brand apps have little chance of traction. While consumers spend 86% of their time on mobile devices (2 hours and 42 minutes), most of that time is spend on YouTube, Facebook, and gaming.
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Yet brands and retailers continue to release apps, particularly in the Beauty, Watches & Jewelry categories. IOS apps in these categories have steadily proliferated.

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Perhaps in the saturated brand app space, over-the-top marketing tactics like Taco Bell’s are needed.

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