Industry News | June 1, 2001

Taco Bell Promotes "Tomb Raider''

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Taco Bell and Paramount Pictures join to promote the live-action movie "Lara Croft: Tomb Raider,'' which opens in theaters nationwide on June 15, 2001.

Lara Croft has become a worldwide phenomenon since her debut in 1996. She is the first female to star in her own action-game series, which comprises the original Tomb Raider, along with Tomb Raider II, Tomb Raider III: The Adventures of Lara Croft and the recent Tomb Raider: The Last Revelation. Assertive, resourceful and independent, Lara is the first virtual celebrity to hold her own in a world of flesh and blood, non-virtual stars.

"Taco Bell is thrilled to partner with Paramount for the Tomb Raider promotion and we're confident that this innovative program will be a huge hit with our consumers,'' said Debbie Myers, vice president of media services, Taco Bell Corp. "The appeal of Angelina Jolie's character, Lara Croft, and the popularity of the Tomb Raider game among our core target audience of 18-34 year-olds makes this a great fit for Taco Bell,'' said Myers.

"Taco Bell is a blue-chip partner in our portfolio of power brands supporting the release of `Lara Croft: Tomb Raider,''' said Lisa DiMarzio, senior vice president of worldwide marketing partnerships, for Paramount Pictures. "Taco Bell has crafted a well-orchestrated promotional blitz with their rich prize package, massive media weight and in-store and online campaign.''

The Tomb Raider in-store promotion, created by Impiric, features triangular game pieces that can be obtained with the purchase of a Grilled Stuft Burrito(TM), the new signature burrito that the company recently introduced, or a medium or large drink (where available).

Consumers can also obtain two game pieces with the purchase of a Grilled Stuft Burrito combo meal (where available), which includes nacho chips and a large drink. No purchase is necessary to play the game. Consumers can obtain two free game pieces by mail-in request.

There are two components to the game: instant win and match & win. When peeled, the instant win game pieces reveal food prizes, music and movie gift certificates and other exciting Tomb Raider merchandise. For the match and win game pieces, each side of the triangular game piece will show half a picture of a possible prize. Consumers may win a prize by matching two corresponding sides to complete the picture of the prize.

The individual who matches two game pieces together to reveal the grand prize will win their choice of $405,000 in cash or an archaeological adventure for four to historical sites in Egypt and Mexico. The trip prize includes private jet transportation for the winner and three guests to Cairo and Luxor in Egypt and to Mexico City and Cancun in Mexico.

The trip prize package also includes guided tours and a $1,000 per day in spending money ($14,000 total). Other top prizes include a million dollars, a sport utility vehicle, Sony Entertainment Centers, Toshiba Lap Tops, digital video cameras and more.

Two new 30-second commercials created by Foote, Cone & Belding will support this blockbuster tie-in and will air June 3 through July 8. The first commercial, titled "Power,'' features scenes from the movie and highlights the game and the great prizes.

The second commercial, titled "Grace,'' also features scenes from the movie and highlights the Grilled Stuft Burrito(TM). Grace is a humorous commercial that plays off of the acrobatic abilities of Jolie's character Lara Croft.

Taco Bell has also designed its first-ever interactive movie tie-in Web page that can be found at the Paramount Web site, www.tombraidermovie.com. Fans can view images from the movie by accessing the Taco Bell portion of the Web site called The Quest. The Embark section allows users to access an exclusive view of the Tomb of the Dancing Lights by entering the store code found on Taco Bell receipts. No purchase is necessary to obtain the store code.

Consumers may request the code from any participating Taco Bell® location. The Acquire section provides information about the Tomb Raider Instant Win Game, the Official Rules and prizes. The Conquer section enables users to access a memory game and obtain a downloadable screen-saver.

The tie-in will also be supported with in-store merchandising, created by Impiric and produced by Foote, Cone & Belding, featuring scenes from the movie on collectable Cruiser Cups, trayliners, window decals and more. The promotion is available at participating Taco Bell® locations in the United States, Guam and Puerto Rico.

Kids meal toys consisting of six premiums with an archaeological exploration theme are also available at participating Taco Bell locations in the United States.