IRVINE, Calif. — Draftfcb Orange County, agency of record for Taco Bell, has announced the store's advergame Taco Fu has surpassed the 5 million game play mark. The official tally as of midnight July 24, 2008, stood at 5,414,607. The game can be found at www.tacobell.com/tacofu/.
Launched in September 2007, Taco Fu pits players against an evil, hungry horde of "luchadores" as they attempt to steal players' Taco Bell food. The average session for each player is just less than two minutes, while the average cost per game play is far less than a penny.
In April, the game was awarded Best Use of Rich Media at the 11th Annual ad:tech Awards.
"Not only has the game received more than five million game plays since its debut, but when forwarded to friends as a game challenge, it receives an impressive 20 percent click-thru," said Sean Hardwick, SVP, group management director at Draftfcb Orange County.
During its initial launch, Taco Fu was supported online through a banner campaign, including intermittent Viacom and ESPN placements. The development of the application was done by Dallas-based Blackdot.
