GroundTruth & Taco Bell ‘Location for Good’ Campaign Drives 170K+ Store Visits, Boosting Sales & Support for the Live Má...
September 28 2017 - 9:00AM
Business Wire
Scholarship program benefits from heightened
media awareness and a portion of Doritos Locos Tacos sales
GroundTruth (formerly xAd), the leading global technology
platform driving offline visits and sales by leveraging location as
the primary source of intent, today announced news of a
collaboration with Taco Bell to bring awareness and donations to
the Taco Bell Foundation and its Live Más Scholarship, a
scholarship for students whose passions may not necessarily fit
into the conventional “academic” or “athletic” scholarship
categories.
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GroundTruth and Taco Bell 'Location for
Good' campaign drives 170K+ store visits, boosting sales and
support for the Live Más Scholarship | www.groundtruth.com (Photo:
Business Wire)
The collaboration, part of GroundTruth’s ‘Location for
Good’ program, harnessed the power of location technology to
deliver personalized messages that activate local communities when
and where it matters most. The location-based campaign, which fell
under Taco Bell’s wider ‘Feed a Dream’ campaign, encouraged
individuals to visit a nearby Taco Bell and purchase the highly
popular Doritos Locos Taco, in which a portion of all sales would
be donated to the Live Más Scholarship. The GroundTruth campaign
drove over 170,000 visits to Taco Bell locations.
Furthermore, Taco Bell was able to make a $500,000 donation to
the Live Más Scholarship thanks in part to heightened media
awareness and a portion of Doritos Locos Tacos sales.
The campaign also comes on the heels of GroundTruth’s recent
independent survey which validated the company's ability to
interpret physical location with more than 90% accuracy.¹ Taco Bell
was able to benefit from this precision by leveraging products
built from GroundTruth’s proprietary Blueprints technology
to better engage with its core audiences based on their past visit
behavior to specific business locations and points of interest.
Taco Bell’s loyalist audience provided the highest engagement
with nearly 1 out of 4 consumers visiting a Taco Bell after
receiving a personalized mobile ad from GroundTruth.
Third-party validation from Placed, a leader in ad to in-store
attribution, also indicated the campaign resonated well among young
men. Males 18-24-year-olds over-indexed as the most receptive
audience to campaign messaging for Taco Bell’s ‘Feed a Dream’
campaign.
“Through our partnership with GroundTruth and the power of
location data, we were able to increase awareness, store visits,
and sales around our Doritos Locos Tacos during that two week
window,” said David Garcia, Senior Media Manager at Taco Bell.
“More importantly, the increase in taco sales meant more donations
to the Taco Bell Foundation for our Live Más Scholarship.”
The collaboration with Taco Bell is the latest of GroundTruth’s
Location for Good initiatives to prove the efficacy of location
technology in engaging audiences for a greater cause. Since its
formation after the devastating impact of the Nepal Earthquake in
2015, Location for Good has driven significant results for
organizations like the Federation of Internet Alerts (FIA), which
supports causes like the rapid distribution of AMBER Alerts, and
Oxfam America, which is committed to ending the injustice of
poverty. Location for Good has also supported campaigns with
Goodwill, Movember, Thrive Market and The Ad Council. For more
information on GroundTruth’s Location for Good case studies, visit
http://www.xad.com/case-studies/.
¹The Accuracy Audit analyzed 10,000 matched panelists who
shopped at a sample of key retailers, consistently submitted
receipts to InfoScout, and used location-based services via
GroundTruth.
About GroundTruth
GroundTruth is a global location technology company that drives
results with real data. We believe in the power of place. Build
your brand, increase sales and grow your business by building off
what real people are doing in the real world, mapped using our
proprietary Blueprints technology. Through its data foundation,
GroundTruth sees 2 out 3 smartphone users in the U.S. and more than
20 billion physical visits annually across 21 countries globally.
Learn more: www.groundtruth.com
About Taco Bell
Taco Bell Corp., a subsidiary of Yum! Brands, Inc. (NYSE: YUM),
is the nation's leading Mexican-inspired quick service restaurant
(QSR) brand. From breakfast to late night, Taco Bell serves
made-to-order and customizable tacos and burritos, among other
craveable choices, and is the first QSR restaurant to offer
American Vegetarian Association (AVA)-certified menu items. Taco
Bell and its more than 350 franchise organizations proudly serve
over 42 million customers each week through 7,000 restaurants
across the nation, as well as through its mobile, desktop and
delivery ordering services. Overseas, Taco Bell has over 250
restaurants, with plans to add 2,000 more restaurants
internationally within the next decade. The brand encourages its
fans to “Live Mas” and connects with them through sports, gaming
and new music via its Feed The Beat® music program. Taco Bell also
provides education opportunities and serves the community through
its nonprofit organization, the Taco Bell® Foundation™, and
connects fans with their passions through programs such as the Live
Mas Scholarship program. In 2016, Taco Bell was named as one of
Fast Company’s Top 10 Most Innovative Companies in the World.
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version on businesswire.com: http://www.businesswire.com/news/home/20170928005741/en/
GroundTruthKimberly KonstantMarketing, VP of Brand &
CommunicationsMobile:
917-526-0910Kimberly.konstant@groundtruth.comorHotwire PR on behalf
of GroundTruthChrista ConteMobile:
609-635-6803groundtruthus@hotwirepr.com
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