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Taco Bell teams up with Sports Illustrated
February 11, 2008
IRVINE, Calif. — Taco Bell has teamed up with Sports Illustrated and 2008 swimsuit model Daniella Sarahyba to create an online swimsuit photo shoot, Direct Daniella, where users become the photographer beginning Feb. 12, 2008.
The Direct Daniella Web site, created by Draftfcb Orange County, is supported with an integrated marketing campaign, including print and online advertising, media tour with Sarahyba and in-store promotion via sauce packets. The debut coincides with the launch of the 2008 Sports Illustrated Swimsuit Issue. Taco Bell will support its Direct Daniella program with three consecutive pages of print advertisements in the Sports Illustrated Swimsuit Issue, online banners on SI.com, ESPN.com, MTV.com and VH1.com and an integrated public relations media tour.
Visitors to the site will "direct" Sarahyba in an online photo shoot, set on the beaches of Grand Cayman Island. The site will feature several scenes of footage that visitors will be able to choose from for the shoot, including the model playing volleyball, lying on the beach and lounging in a hammock. Users can share their photos by sending a site link or downloading their images.
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