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Taco Bell to promo new NBA 5-Buck Box during Super Bowl
January 31, 2010
Following McDonald's announcement of its Super Bowl ad plans, Taco Bell has released its marketing lineup for the NFL Championship game on Sunday. Taco Bell advertising before, during and following the Super Bowl will feature retired NBA All-Star Charles Barkley promoting the chain's new NBA Five Buck Box.
Taco Bell, the official quick-service restaurant of the NBA, will debut promotions for its NBA Five Buck Box, which features five Taco Bell All-Star menu items in special NBA-themed packaging with images of some of the league's biggest stars. Available at participating Taco Bell locations nationwide, the NBA Five Buck Box comes in two varieties:
- Volcano Box: Includes the Volcano Taco, Volcano Double Beef Burrito, Crunchy Taco, Cinnamon Twists and a medium drink
- Cheesy Gordita Crunch Box: Features the Cheesy Gordita Crunch, Burrito Supreme, Crunchy Taco, Cinnamon Twists and a medium drink
Taco Bell is supporting the launch of the NBA Five Buck Box with broadcast TV and radio ads featuring Barkley, basketball Hall-of-Famer and Emmy Award-winning commentator. Barkley played for the Phoenix Suns and Houston Rockets and is now a commentator on TNT.
The first 15- and 30- second television ads kicked off Jan. 28. The ads, titled "Poem," present a prim and proper "Sir Charles" in his study while contemplating a poem that best describes the NBA Five Buck Box. These "to be continued" spots, which will run nationally, serve as a humorous teaser for the concluding ads to come.
In-store signage, on-air broadcast mentions and on-site activities during NBA All-Star 2010 will also raise awareness.
During the Feb. 7 Super Bowl, "It Rocks" will make its debut with Barkley's complete musical rhyme and features a special appearance from Los Angeles Lakers forward Lamar Odom. The ad, created by Draftfcb Orange County in conjunction with House of Usher (production), Hatch (digital special effects) and Method Studio (special effects), will run nationally through March 7, accompanied by 60-, 45- and 30-second radio versions. The spot was directed by Kinka Usher.
Barkley's presence with the Taco Bell and NBA partnership extends to a viral promotion that goes live Feb. 28. Visitors towww.tacobell.com/bigbox, Taco Bell's YouTube channel and the Taco Bell mobile site at m.tacobell.com can find exclusive videos called "5 Seconds with Sir Charles." These six five-second videos offer quirky thoughts from Barkley on topics including history, craftsmanship, trophies and Taco Bell Cinnamon Twists. The videos, which will be promoted virally, are accompanied by the 15- and 30- second television ads.
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