News

Taco Bell launches Big Box Remixed in partnership with MTV

July 24, 2011

Taco Bell has launched the Big Box Remixed, which combines four classic menu items with exclusive music content via a mobile site, packaged in a specially designed MTV Video Music Awards (VMAs) box.

Taco Bell's Big Box Remixed packaging and large cups feature the brand's first QR code that dishes out exclusive music content over a six-week period leading up to this year's VMAs on Aug. 28. This exclusive content will highlight Taco Bell Feed the Beat artists Wallpaper and Chiddy Bang, as well as stream VMA sneak peeks, performance footage, artist interviews and a look at the artists to be featured at the Friday Night Pre-VMA Concert Event sponsored by Taco Bell on Aug. 26.

Taco Bell's exclusive music access extends online with the "VMAs Hook-Up," a sweepstakes on the Taco Bell page on Facebook that will reward one winner with a trip to VMAs weekend.

Anyone who "likes" the Taco Bell Facebook page will have the opportunity to enter for a chance to win the "VMAs Hook-Up" package including two pre-show tickets, two tickets to the VMAs, two airline tickets, hotel room and $400 in Taco Bell gift cards. The sweepstakes begins on Aug. 15 at 12 p.m. Pacific Time and ends Aug. 17 at 11:59 p.m. PST.

"In anticipation of the upcoming VMAs, we are turning up the volume by giving Taco Bell and music fans access to never before seen or heard music content which includes some of the phenomenal up-and-coming talent from our Feed the Beat program," said David Ovens, chief marketing officer, Taco Bell Corp. "We love music and the Big Box Remixed not only offers a lot of great tasting food for just five bucks, but also feeds music fans' hunger for exciting music content accessed easily on the go."

Available at participating Taco Bell locations through August, the Big Box Remixed comes in two varieties:

• Cheesy Double Beef Burrito Box: Cheesy Double Beef Burrito, Burrito Supreme, Crunchy Taco and medium drink;
• Cheesy Gordita Crunch Box: Cheesy Gordita Crunch, Burrito Supreme, Crunchy Taco and medium drink.

"We're thrilled to join forces with Taco Bell as together we count down to the '2011 MTV Video Music Awards' and celebrate Taco Bell's commitment to music through their Feed the Beat program," said Jeannie Scalzo, senior vice president, Integrated Marketing, MTV. "Thanks to Taco Bell's innovative VMA sponsorship, millions of their customers across the country will get music content leading up to 'the biggest night in music.'"

Draftfcb, Irvine produced the Big Box Remixed and medium cup packaging, as well as the television advertising. Airing nationally starting Aug. 14, the commercial spot will depict the Big Box Remixed in an animated world of music and art. Draftfcb, Irvine was also responsible for the in-store messaging. MTV built the QR code, mobile site and will provide the exclusive content.

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