Dive Brief:

• Taco Bell CMO Chris Brandt shared insight into the fast food chain's success with its mobile strategy with Marketing Land. 
• The brand's mobile ordering app shot to the top of iTunes app store the day it debuted in October and has garnered 2 million downloads since. 
• According to Brandt, the secret is listening to customers' feedback and incorporating mobile into all aspects of Taco Bell's marketing. 

Dive Insight:

Taco Bell makes bold decisions when it comes to mobile marketing. To promote its app, the brand blacked out all social media and directed followers to download the app. The success of the stunt has inspired some copy cats like the Indianapolis Colts who "blued out" its websites prior to the NFL AFC championship game. Taco Bell has also been one of the first brands to try out mobile messaging apps Snapchat and Yo -- so it seems the secret to its success has been to be bold.