Industry News | May 16, 2011

Taco Bell's 12 Pack Feeds the Beat

Taco Bell is calling out to those who want to be the “life of the party,” and the secret is B.Y.O.T. (Bring Your Own Tacos). The Taco 12 Pack—12 Crunchy Tacos for $10 at participating locations—is the new must-have party accessory of the summer season, and to create the perfect summer soundtrack to go with it, Taco Bell is bringing the music of artist Chiddy Bang to millions of Americans via television and online.

Through its "Feed the Beat" program, Taco Bell has provided 365 up-and-coming artists with $500 in Taco Bell Bucks per band. Beyond satisfying bands’ late night hunger, Taco Bell has also served up opportunities to help them get noticed through its influential sponsorships and marketing platforms. Taking "Feed the Beat" to the next track, Taco Bell for the first time is featuring one of its participating bands in a television ad, which will be viewed this summer by millions of people, extending the artists’ reach to an even larger audience.

The ad will highlight the Taco 12 Pack and include music from the "Feed the Beat" hip-hop artist Chiddy Bang, the voice of fans who just want to—in the words of their popular song—live “The Good Life.”

“Summer is an exciting time of the year: School is out, the weather is warm, people are staying out late and enjoying time with friends,and it’s the perfect time to bring the Taco 12 Pack and Chiddy Bang’s music together to make our fans the life of the party,” says David Ovens, chief marketing officer, Taco Bell Corp. “To give an up-and-comer like Chiddy Bang the chance to be featured in our TV ad is a tremendous opportunity for any artist, and we are proud that one of our 'Feed the Beat' artists is getting this shot.”

Along with leveraging its advertising popularity, Taco Bell will connect Chiddy Bang with its 6 million-plus Facebook fans when it rings in the summer in the home of the Liberty Bell. The occasion: An exclusive Chiddy Bang performance in the hip-hop duo’s hometown of Philadelphia on Wednesday, May 25. The Taco 12 Pack event will be held at the First Unitarian Church, with Taco Bell Facebook fans (facebook.com/tacobell) having the chance to win free tickets. For those fans not in attendance, live front-row access to the show will be available on the "Feed the Beat" tab through Ustream, along with exclusive music downloads and video content from Chiddy Bang throughout the summer.

Performance tickets are available through an online drawing on Facebook running on May 18 and 19 (300 winners will receive 2 tickets each to the event: ARV $20), and will be notified if they have won on or about May 20. Event attendees can fuel up before and after the show thanks to the Taco Bell Truck (@tacobelltruck), which will be on hand distributing free tacos. For more information about the giveaway, including the official rules, visit facebook.com/tacobell.

In addition to the summer performance, the Taco 12 Pack will be promoted through television and radio advertising, in-store promotions, website, and social media activity including the music tab on Taco Bell’s Facebook page, as well as public relations. The television advertising, handled through Draftfcb, Irvine, will include a spot entitled “Party Hopping” featuring the multiple party scenarios where the Taco 12 Pack is always the “life of the party.” Draftfcb, Irvine was also responsible for digital promotion and in-store signage.