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To amplify the excitement around Dos Toros Taqueria’s grand opening in Manhattan, the New-York based fast-casual restaurant employed Snapchat to physically engage their already pumped-up fans.

Promotional filters were created using geofencing to appear on local users’ Snapchat accounts as they wander through “Burrito Park” – otherwise known as Bryant Park outside of this grand opening stunt. By presenting a filtered snap to Dos Toros that highlighted the promotion of the day, customers could score free food items.

While this promotion is quick and simple, it draws on two very important need states in regards to consumers – the need to participate and the need to get something that is meaningful to them. In this case, aren’t free tacos meaningful to everyone?