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taco bell promotions
| February 27, 2015

Taco Bell/MLB

During games three, four, and five of the 2002 World Series in San Francisco, Taco Bell teamed up with Pepsi and Major League Baseball to offer every U.S. resident a free taco if any batter could knock a home run out of the park and hit the fast-food giant’s target. Taco Bell knew it was possible to hit a home run into the cove since 27 homeruns had already landed in the San Francisco Bay since the park opened in 2000. Taco Bell, afraid it could be a feeding frenzy, turned to SCA for over-redemption coverage.

Objectives:

  • Increase brand awareness.
  • Capitalize on Taco Bell’s new innovative tagline, “Think Outside the Bun.”
  • Create extensive media coverage.

Strategies:

  • Tap into a topical event that everyone was already talking about.
  • Secure a fixed fee promotion with SCA’s over-redemption coverage in order to prepare for the potential pay out.
  • Place a 15-foot floating target reading “Free Taco Here” in McCovey Cove, just out of Pacific Bell Park, urging batters to think “Outside the Park.”
  • Offer every U.S. resident a free Crunchy Beef Taco if any batter could knock a home run out of the park and hit the target.

Results:

  • After generating a press release announcing the possible free tacos, media coverage was almost immediate.
  • The company achieved over four billion Brand Gross Impressions through Internet stories, radio, and TV mentions.
  • Taco Bell’s presence was highly visible. The company received millions of dollars in media exposure.

VIDEO | SUCCESS STORY

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