Taco Bell (YUM) is advertising its new Doritos Locos Tacos flavor with Snapchat.
The fast food giant is using the popular image-sharing app to broadcast a four to six-minute movie called Rush Order. Taco Bell’s new menu item — the Spicy Chicken Cool Ranch Doritos Locos Tacos — will be available on May 1.
The video will show an employee being pressured by his boss to figure out what the next Doritos Locos Tacos is. Taco Bell will use the app’s “snap-by-snap” technique which is usually featured in Snapchat’s Stories.
The chain’s director of social and digital marketing said that the restaurant is serious about how they engage the fans. “We do it in a way that provides value back the audience,” he added.
YUM stock is up about 0.8% Monday afternoon.
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