NCM Media Networks, an integrated media company reaching U.S. consumers in movie theaters, online, and through mobile technology, has been tapped by Taco Bell for the launch of its new Cool Ranch Doritos Locos Tacos (DLT) cinema campaign.
The new Taco Bell Cool Ranch DLT 3-D spot is the first quick-service 3-D spot in cinema industry history, and is a new component of the brand’s largest marketing campaign to date.
It will explode off the big screen in NCM’s FirstLook 3-D pre-show program on more than 8,000 3-D screens in top movie theaters nationwide on March 8, 2013.
A 2-D version of the campaign will also run in FirstLook across NCM’s full cinema network of more than 19,300 screens.
The 3-D and 2-D cinema spots—created by Draftfcb—feature the image of a Doritos chip spinning, exploding, and pieces of chip and seasoning flying out as it morphs into the Cool Ranch DLT Supreme, and says “If you loved the original, wait until you eat the sequel.”
The Cool Ranch DLT launch is the first campaign that is part of the brand’s new comprehensive cinema advertising strategy.
Taco Bell has made a 2013 cinema upfront commitment with NCM to make the best strategic use of the big screen on a consistent basis to amplify the brand’s key promotions throughout the year.
Of the more than 700 million moviegoers who catch a film in an NCM network theater each year, one out of three enjoy Taco Bell at least once a month (a 36 percent higher propensity than the general U.S. population).
According to the latest data in Nielsen NRG’s 2012 American Moviegoer report, 73 percent of movie audiences say that they like to combine seeing a movie with other activities such as eating out, and more than 90 percent of NCM theaters are within a five-mile radius of a Taco Bell location.
“NCM is America’s No. 1 reach network on weekends, so it is the perfect way for Taco Bell to reach their target adult 18–34 audiences while they are enjoying a night out at the movies,” says Cliff Marks, president of sales and marketing with NCM Media Networks.
“It has been proven time and again that adding cinema to a media buy increases advertising engagement, recall, and likeability, so planning cinema upfront like this is clearly the way to go to make the biggest impact,” he adds.