Taco Bell is mailing cellphones to 1,000 of its biggest fans, identified via social media, and it will call the phones daily with missions the recipients can carry out to win prizes. The "Breakfast Phones" promotion aims to build buzz for the chain's breakfast menu, set to launch nationally Thursday. "We just wanted to do something that would be really personal," said Tressie Lieberman, director of digital marketing and platforms.

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