Taco Bell dives into augmented reality with PlayStation promo

Jan. 27, 2012

Taco Bell has launched a promotion allowing consumers to pick up a specially marked $5 Buck Box with a code that can be entered online for a chance to win a PlayStation Vita prize pack.

The promotion is a partnership between Taco Bell and Sony Computer Entertainment America. The Vita will not be available for sale in the U.S. until Feb. 22.

The "Unlock the Box" is one of three ways Taco Bell and PlayStation are giving away thousands of PS Vita systems – with one handheld being given away every 15 minutes for 45 days.

Three ways to enter

  • "Unlock" Taco Bell's Big Box: Codes found on Taco Bell's specially marked $5 Buck Box – which includes a Cheesy Gordita Crunch, Crunchy Taco, Burrito Supreme and medium fountain drink – can be entered online for an instant chance to win a PlayStation Vita prize pack. Prize packs include one PlayStation Vita 3G/Wi-Fi system, one copy of the PS Vita exclusive Little Deviants, one 4GB PS Vita Memory Card, and a choice of one of the following games: ModNation Racers: Road Trip, LittleBigPlanet or MLB® 12 The Show.
  • "Battle" Augmented Reality?: Taco Bell's new mobile app, which includes augmented reality, is one of the three ways fans can win a PS Vita system. Taco Bell's $5 Buck Box sets the stage for fans to battle their friends in the exclusive augmented reality game experience developed by PlayStation, Reality Fighters Dojo.
  • "Boast" to Earn Votes?: Fans can share what they would be willing to do to win a PS Vita system by entering an online contest that invites users to submit videos and images boasting their desire for the exclusive offer. All videos and images will be placed in an online gallery where viewers can vote for the winners.

"Taco Bell has always been a brand of firsts and we wanted to kick off the year with an innovative combination – our great food, PlayStation's cool new technology and multiple ways to play and win," said Brian Niccol, chief marketing and innovation officer at Taco Bell Corp. "We have an incredibly engaged customer fan base and we are excited to leverage this partnership and help them become early adopters."

The specially marked Taco Bell $5 Buck Box is available nationally at all participating locations through March 11.

Read more about marketing and promotions.

Topics: Customer Service / Experience , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Packaging

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