Taco Bell: Steal a Game, Steal a Taco

If it ain’t broke, don’t fix it.

Over the years, Taco Bell has delivered a successful campaign to support its LTO product, the Doritos Locos Taco by pairing it with the MLB World Series, offering fans a chance to “steal” a complimentary taco if a player can successfully steal 2nd base in one of the games. Note - this particular stat was researched heavily and chosen for a reason (more on that later!). When it came time to activate its NBA Playoffs partnership, the idea to replicate its success with the World Series was evaluated and ultimately produced as it allowed fans to easily identify with a previous offer, while tweaking it slightly to align with the NBA fanbase and viewership.

The campaign, primarily intended to drive fans to retail, included digital & social media integrations, broadcast integrations through billboards and PA reads, along with a :30 TV commercial (produced by DLA).