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The Economist uses man-made meat tacos to drive subscription sign-up

The Economist is attempting to increase subscriptions with the use of a taco van offering free “man-made meat tacos” to complement an article written by the masthead about sustainable meat and dairy products.

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It is the latest experiential marketing stunt The Economist has run – last year it used insect ice-cream in Europe, Asia and Australia to encourage subscriptions – in an effort to highlight its content offering and encourage subscriptions.

The taco vans launched globally at World Square in Sydney’s CBD on Thursday, with the campaign to run across several locations including 1 Margaret St, Sydney and four universities – Sydney, UTS, NSW and Macquarie – over the campaign’s six day run.

People are able to choose a “beef” or “chicken” flavoured taco and then will have the opportunity to read an Economist article called ‘Green food: Silicon Valley gets a taste for food‘ which explains what they are eating.

The taco testers will also have the choice to watch a short film called ‘Meat Makers: The artificial beef revolution‘ made by Economist Films and are offered the opportunity to sign up for a subscription of The Economist at a special rate.

Subscription marketing will be discussed at Mumbrella’s Publish conference being held in Sydney on September 15. Speakers include Cummins & Partners’ Adam Ferrier, Fairfax Media’s Michael Laxton and Bauer Media’s Kit Wilson. For tickets and program information click on the banner below.
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