Taco Bell rolling out 12 Pack for the summer

May 15, 2011

Taco Bell has launched the 12 Pack – 12 crunchy tacos for $10 – at participating locations with the music of Feed the Beat artist Chiddy Bang to promote the limited-time offer.

Through its Feed the Beat program, Taco Bell has provided 365 up-and-coming artists with $500 in Taco Bell Bucks per band. Taco Bell also has served up opportunities to help them get noticed through its sponsorships and marketing platforms.

Now, for the first time, Taco Bell is featuring one of these bands in a television ad, which will be viewed this summer by millions of people, extending the artists' reach to an even larger audience. The ad will highlight the Taco 12 Pack and will include music from hip-hop artist Chiddy Bang.

"Summer is an exciting time of the year: school is out, the weather is warm, people are staying out late and enjoying time with friends – and it's the perfect time to bring the Taco 12 Pack and Chiddy Bang's music together to make our fans the life of the party," said David Ovens, chief marketing officer, Taco Bell Corp. "To give an up-and-comer like Chiddy Bang the chance to be featured in our TV ad is a tremendous opportunity for any artist, and we are proud that one of our Feed the Beat artists is getting this shot."

Along with leveraging its advertising platform, Taco Bell will connect Chiddy Bang with its 6 million-plus Facebook fans when it rings in the summer with an exclusive Chiddy Bang performance in the duo's hometown of Philadelphia on May 25.

The Taco 12 Pack event will be held at the First Unitarian Church, with Taco Bell Facebook fans having the chance to win free tickets. For those fans not in attendance, live front-row access to the show will be available on the Feed the Beat tab through Ustream, along with exclusive music downloads and video content from Chiddy Bang throughout the summer.

Performance tickets are available through an online drawing on Facebook running May 18-19. Three hundred winners will receive two tickets each to the event and will be notified if they have won on or about May 20).

The Taco Bell Truck also will be on hand distributing free tacos at the event.

In addition to the summer performance, the Taco 12 Pack will be promoted through television and radio advertising, in-store promotions, website and social media activity, including the music tab on Taco Bell's Facebook page, as well as public relations.

The television advertising, handled through Draftfcb, Irvine, will include a spot titled "Party Hopping," featuring the multiple party scenarios where the Taco 12 Pack is always the "life of the party." Draftfcb, Irvine, also was responsible for digital promotion and in-store signage.

Topics: Customer Service / Experience , Food & Beverage , Food Trucks , Marketing / Branding / Promotion , Mexican , Online / Mobile / Social , Operations Management

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