The days of a simple, transactional drive-thru are over. Welcome to the experience era.
In its latest viral marketing play, Taco Bell is casting for its 2025 Super Bowl ad in a few drive-thru locations in California, Ohio, Tennessee, Texas, and Florida. Hopefuls open the Taco Bell app and scan a QR code while they’re in the drive-thru; after a countdown, Taco Bell’s cameras take six photos of both the driver and passenger sides of the car. Photos are sent via email, and participants are opted in to becoming a part of the chain’s biggest ad of the year.