In light of the upcoming Super Bowl, popular taco eatery Taco Bell is offering an online fast food order campaign that lets eaters pre-purchase an exclusive hidden menu item. The dish is undisclosed to the consumer, and will be revealed in television ad to be released in the next week.
Taco Bell's Super Bowl food campaign is described as menu item that is "not-yet-named," but themed for the national sporting event. Consumers can visit the brand's online site and pre-order the item that lacks images and any sort of description for $2.99. An accompanying ad will be released next week letting consumers know what the mystery dish is.
The use of hyping a product tied to major pop cultural events can allow a brand to turn a blind product into an enticing experience for consumers.
Why This Trend Is Growing
- Online Pre-selling
- Opportunity for brands to generate anticipation and excitement by pre-selling undisclosed menu items
- Mystery Marketing
- Utilizing mystery and suspense to create buzz and engage consumers in a product launch
- Event-based Promotions
- Capitalizing on major cultural events to create exclusive themed menu items and generate consumer interest
Industries Being Reshaped
- Fast Food
- Innovative campaigns can help fast food chains differentiate themselves and create unique dining experiences
- Advertising
- Opportunity for ad agencies to create compelling campaigns that leverage mystery and anticipation to captivate audiences
- Sports Marketing
- Collaborations between food brands and sporting events can drive engagement and expand brand reach
