Taco Bell has quietly rolled out a loyalty game that will get a bigger push starting Wednesday as the fast-food chain tries new ways to connect with its biggest fans.
The game, Explore, sits within the Taco Bell app, which has already been downloaded more than 4.7 million times since its October 2014 launch. Explore rewards users for typical restaurant usage such as orders through the app. In a twist from conventional loyalty programs, it also rewards users for sharing various "Live Mas" experiences on Facebook, Twitter and Instagram, even for events that have nothing to do with Taco Bell.
"We're not rewarding people for talking about Taco Bell, tweeting Taco Bell (or) using #livemas. We are actually just rewarding people for living their lives," said Tressie Lieberman, Taco Bell's VP-Digital Innovation and On Demand. She calls Explore a game, "not a loyalty program."
Users who share photos and details on the various social sharing sites can unlock pieces of puzzles, as do those who order using the app. Users who complete the first puzzle get a free Freeze drink, while those who complete additional puzzles can get rewards such as gift cards worth up to $100, a reserved booth at a Taco Bell restaurant, or a trip to Taco Bell's California headquarters.