Typical loyalty programs seek to change consumer behavior using rewards and exclusive promotions. Typical mobile engagement strategies incentivize specific actions and require the customer to constantly check for updates to the app. Taco Bell is not a typical brand, however, and Taco Bell Explore is certainly not a typical loyalty program. Explore is a game within the Taco Bell app that is built almost entirely on surprise and delight; customers aren’t told what kind of actions will be rewarded, only that the app rewards users who....

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