Industry News | October 23, 2012

Taco Bells Hits Home Run with "Steal a Base, Steal a Taco"

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On the heels of combining two of America’s favorite flavors to create the biggest taco launch of 2012, the Doritos Locos Tacos, Taco Bell is now pairing the spirit of its tagline “Live Mas” with one of the biggest sporting events of 2012: the Major League Baseball (MLB) World Series.

MLB and Taco Bell are teaming up to give everyone in America the chance to get the best-selling taco of 2012 for free.

In its biggest MLB promotion of the year, Taco Bell’s “Steal a Base, Steal a Taco,” will reward everyone in the U.S. with the opportunity to enjoy a free Taco Bell Doritos Locos Tacos if any player steals a base during the World Series, which begins this Wednesday, October 24, at 8 p.m. on FOX.

If the first stolen base occurs during games one through four, America will get free Doritos Locos Tacos on Tuesday, October 30, from 2 p.m.–6 p.m. local time at all participating Taco Bell locations.

If the first stolen base occurs during games five through seven, America can redeem their free tacos on Monday, November 5, from 2 p.m.–6 p.m. local time at all participating Taco Bell locations.

“Baseball in October is a magical time, and we want to give America something to rally behind together, regardless of their favorite team,” says Brian Niccol, chief marketing & innovation officer, Taco Bell Corp. “We can think of no better way to celebrate America’s favorite pastime than by giving out what America tells us is their favorite taco, Doritos Locos Tacos!"

Since first partnering with MLB in 2004, Taco Bell has given away millions of free tacos to Americans with its highly successful “Steal a Base, Steal a Taco” campaign, which began in 2007 and returned in 2008.

This year, the brand is giving everyone in the U.S. the chance to get not only a free taco, but the one and only Doritos Locos Tacos.

Taco Bell will support the “Steal a Base, Steal a Taco” promotion with an integrated marketing effort that includes advertising (television, radio, online), social media, and public relations.

Furthering consumer engagement, fans will be encouraged to share their predictions on Taco Bell’s Facebook page of when the stolen base will happen.

On Twitter, they will be invited to join @TacoBell in supporting their favorite baseball players (via their handles) and campaigning for #stealataco.