News

Del Taco, Real Steel team up for 2-D barcode promotion

October 9, 2011

Del Taco and Real Steel, the newly released film starring Hugh Jackman, have teamed up for a promotion that includes limited edition "Macho" sized movie-themed cups with 1.6 million unique sweepstakes game codes.

The cups include custom Microsoft Tags that connect consumers with digital content and the chance to win every 15 minutes. The promotional cups, as well as kids' meal premiums, are available in all U.S. Del Taco locations.

"Real Steel is an upbeat story about second chances and the importance of family, and there couldn't be a better time than now to share this message and leverage the opportunity to reward our customers in numerous ways," said John Cappasola, chief brand officer at Del Taco.

The sweepstakes ends Oct. 11, and features prizes like Xbox 360 with Kinect consoles, Real Steel movie tickets, and $100 Del Taco gift cards. By scanning the on-cup Microsoft Tags with the free Microsoft Tag application on their smart phone, consumers will be directed to one of four mobile-enabled web sites where they can enter their sweepstakes code, as well as view special video content from the film.

Fans of the film can also watch exclusive profiles of the Real Steel characters as well as download free robot wallpapers online.

"Tag technology offers a rich, interactive mobile experience that can be used in an endless number of ways," said Bill McQuain, director of Tag product management at Microsoft Corp. "We're excited that Del Taco is creatively using Tag as an integral part of their new promotion centered around Real Steel."

Del Taco is promoting the sweepstakes online, through Facebook and with in-store merchandising, window clings, standees, exterior signage and speaker wraps. Also included in the promotion is a new Real Steel kids' meal program with limited edition collector cards and game cubes, custom food bags and in-store POP displays.

This is Del Taco's third consecutive promotion using Microsoft Tags, which are 2-D barcodes that link an item to digital experiences on a smartphone. Tags are free to consumers and businesses and users simply need to install the Tag Reader application on their smartphone to scan and unlock experiences behind the 2-D barcode.

Read more about mobile marketing campaigns.