• August 15, 2011

Taco Bell is using QR codes on fountain drink cups and big-box packaging to give customers access to exclusive content relating to its sponsorship of MTV's VMA Awards, reports Mobile Marketer. The QSR has partnered with Scanbuy on a campaign that will run through Sept. 4.

Taco Bell customers who scan the QR codes are being taken to a mobile Web site, where they can watch/listen to videos and other content that's being refreshed on a weekly basis, David Javitch, Scanbuy's vice president, marketing said.

"People can either use a standard QR code reader, such as ScanLife, or just snap a photo of the code and send it to us by MMS, says Javitch, who reports that the QR codes have produced a 5% incremental lift in Taco Bell's digital interaction in a very short timeframe.

Taco Bell is driving awareness of the mobile initiative through its site's home page. --Karlene Lukovitz