Industry News | July 25, 2011
QR Code, MTV Highlight New Taco Bell Promo
Today, Taco Bell launches the Big Box Remixed, which combines the flavor of four classic Taco Bell menu items with the freshness of exclusive music content via a mobile site, packaged in a specially designed MTV Video Music Awards (VMAs) box.
Taco Bell features its first QR code on packaging—also known as a ‘Quick Response’ code available using a free QR reader app on smartphones—on its Big Box Remixed and large cups that dish out exclusive music content over a six-week period leading up to this year’s VMAs on August 28. This exclusive content will highlight Taco Bell Feed the Beat artists Wallpaper and Chiddy Bang, as well as stream VMA sneak peeks and teasers, performance footage, artist interviews, and a look at the artists to be featured at the Friday Night Pre-VMA Concert Event sponsored by Taco Bell on August 26.
Taco Bell’s exclusive music access extends online with the “VMAs Hook-Up,” a sweepstakes on the Taco Bell page on Facebook that will reward one lucky winner with a trip to VMAs weekend including the Friday Night Pre-VMA Concert Event sponsored by Taco Bell. Anyone who “likes” the Taco Bell Facebook page, currently at more than 7 million people, will have the opportunity to enter for a chance to win the “VMAs Hook-Up” package including two pre-show tickets, two tickets to the VMAs, two airline tickets, hotel room, and $400 in Taco Bell gift cards. The Sweepstakes begins on August 15 at 12 p.m. Pacific Time and ends on August 17 at 11:59 p.m. PST.
“In anticipation of the upcoming VMAs, we are turning up the volume by giving Taco Bell and music fans access to never before seen or heard music content, which includes some of the phenomenal up-and-coming talent from our Feed the Beat program,” says David Ovens, chief marketing officer of Taco Bell Corp. “We love music and the Big Box Remixed not only offers a lot of great tasting food for just five bucks, but also feeds music fans’ hunger for exciting music content accessed easily on the go.”
Available at participating Taco Bell locations for a suggested retail price of $5 through the month of August, the Big Box Remixed comes in two varieties: the Cheesy Double Beef Burrito Box, with Cheesy Double Beef Burrito, Burrito Supreme, Crunchy Taco, and medium drink; and Cheesy Gordita Crunch Box, with Cheesy Gordita Crunch, Burrito Supreme, Crunchy Taco, and medium drink.
“We’re thrilled to join forces with Taco Bell as together we count down to the ‘2011 MTV Video Music Awards’ and celebrate Taco Bell’s commitment to music through their Feed the Beat program,” says Jeannie Scalzo, senior vice president of integrated marketing at MTV. “Thanks to Taco Bell’s innovative VMA sponsorship, millions of their customers across the country will get music content leading up to ‘the biggest night in music.’”
The VMAs will be held in Los Angeles on August 28, airing live on MTV. Last year’s VMAs scored the largest audience numbers for any MTV telecast since 2002. The music-themed box is part of Taco Bell’s activation to support its MTV marketing partnership and Taco Bell’s Feed the Beat program, which supports up-and-coming artists by providing them $500 in Taco Bell gift cards while touring.
Draftfcb, Irvine produced the Big Box Remixed and medium cup packaging, as well as the television advertising. Airing nationally starting August 14, the commercial spot will depict the Big Box Remixed in an animated world of music and art. Draftfcb, Irvine was also responsible for the in-store messaging. MTV built the QR code and mobile site and will be providing the exclusive content.
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