Xbox Live gets inside Taco Bell

For the first time, the online gaming service is advertising a summer-long contest in partnership with the QSR on its website.
Taco Bell image

Xbox Live and Taco Bell have launched a summer contest giving consumers who purchase one of the QSR’s Supreme combo meals a pin code, which can be submitted using an Xbox Live console for the chance to win prizes, including a custom Xbox 360, games and Xbox Live Points which act as virtual currency in the gaming marketplace.

The campaign, targeting men age 18 to 25, aims to drive sales of Taco Bell combo offerings by capitalizing on the desire to win exclusive gaming products that can’t be found in-store, in this case a specifically built Xbox 360 co-branded with the Taco Bell logo, Eyal Zilnik, solution sales executive, gaming, Microsoft, tells MiC.

Taco Bell customers who don’t own an Xbox but want to participate in the contest are given an alternate point of entry to the contest through the XBox.ca website, says Zilnik, adding that this is the first time another brand has been given space on the site.

“Each week there will be a new video unlocked so that creates [another] reason for someone to come back week after week to watch for content,” he adds, further adding that Taco Bell is looking to drive repeat purchases and that the promotion will help to acheive that goal with consumers returning to redeem more prizes.

Zilnik explains that the decision to have the contest run from July through to September was made in order to target young male adults during the summer when they’re most active with gaming and right before the start of the back-to-school period.

The contest is also being promoted through a TV spot and online ads, planned and purchased by MediaCom, with creative by Grip, as well as point of purchase displays in store, he adds.