I would guess that more people probably visited tacobell.com today than on any other day in its history... and all that traffic is funneled to install Taco Bell

I would guess that more people probably visited tacobell.com today than on any other day in its history... and all that traffic is funneled to install Taco Bell's Android or iOS app. Seems to me like a very clever and successful campaign to boost app awareness and installs. As a temporary campaign it's totally brilliant; but the message "#onlyintheapp" is pretty risky as a lot of people might not "get it" and negatively associate Taco Bell with technological regression. It's ironic and a little post-modern that the site hosts a message about it's own non-existence and by doing so becomes the primary source of downloads for the app.