Taco Bell, an official Bowl Championship Series (BCS) sponsor, has launched a Taco 12 Pack just in time for college football's biggest games.
For a suggested price of $10, this limited time BCS box includes a dozen of Taco Bell's crunchy tacos, and also features a unique QR code that gives fans exclusive ESPN video content and game analysis.
Available through the QR code, ESPN college football analyst Mark May breaks down each BCS bowl game (Rose Bowl Game presented by Vizio, Tostitos Fiesta Bowl, Allstate Sugar Bowl, Discover Orange Bowl, Allstate BCS National Championship Game), as well as past BCS bowl game highlights and current season highlights.
Taco Bell's Taco 12 Pack will be featured in advertising on ESPN in the weeks before the BCS Championship Game, and during the matchup itself – including a mini-mercial with May. The meal will be promoted in an integrated campaign that includes TV, radio advertising, in-store promotions, website and social media activity as well as public relations.
The TV advertising, handled through Draftfcb, Orange County, includes a 30-second spot called "Make an Entrance," with a voiceover saying that you can tell a lot about a guy by what he brings to a party. The first guy: a bag of chips ("lazy," "woke up late"). The second guy: a bag of ice ("I'm cheap, too"). Third: seven-layer dip ("his mom probably just dropped him off."). The hero enters with a Taco Bell Taco 12 Pack, telling the party he's "confident, original – and has at least 11 friends."
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