Your first instinct would not be to think that your company's approach in order to place attention onto their new mobile app would be to wipe out all of their social media. Not only that, but pretty much force customers to use the app, because #onlyintheapp. Deutsch Los Angeles even launched a TV spot that highlights the cheesy, meat-filled tacos by the restaurant, then cuts off near the end as if it were some error message or terrorist take over of the media and then the headline "GET THE APP" fills the screen, one word after the other. The message is then followed by the narrator describing how the "new way to Taco Bell" isn't through TV, it's #onlyintheapp. The ultimate call to action: to download the app.

This unorthodox move has definitely been getting attention during the past few days and has actually ended up pushing the app up to #1 in the Apple Appstore just a day after the launch of the campaign. I'm especially amazed by Taco Bell's interactive tactic because usually it is quite difficult to get customers to go that extra step and download an app to their phone in order to interact with the brand. Most of the time it take too much of customers' times so all these new interactive brand app ideas go to waste, unless cleverly integrated. Which Taco Bell seems to have hit a home run. They were able to figure out how to actually push customers around the nation to take their time to download their app and make purchases at the store and are gradually hoping to transition into just drive-through orders. Taco Bell already receives the majority of its orders through the drive through so the app is an effort to try to make this process more efficient. A great media tactic.