I’ll admit it, I might be out of Snapchats target demo. I don’t use the app that much, but whenever I do open it I check out the latest snap from Taco Bell.

Today’s was especially interesting:

That means Taco Bell now has a direct line between their marketing efforts and the thing people have in their hands most during the day.

Yes, they have had great success pushing messaging out via Facebook, Twitter, Snapchat, Instagram, and every other channel, but those instances are a bit removed from purchase when you realize people can actually ORDER freaking tacos from Taco Bell using their new app.

Not only that, the engagement (I’m talking more than just likes, comments, and shares here) Taco Bell gets via their mobile app is directly tied to end actions (or lack thereof).

The media guy in me is salivating at the possibilities provided by the combo of App, Social (you can register with Facebook), location, and POS data. It’s a digital media dude’s dream.

BRB, ordering a customized Crunchwrap Supreme…