Taco Bell is extending its marketing partnership with MTV with a co-branded campaign to promote the upcoming MTV Video Music Awards (VMAs) to Taco Bell fans with a sweet deal: a Big Box Remixed special featuring four classic Taco Bell menu items with a side order of exclusive music content.
The co-branding partnership is also something of a special deal for the leading Mexican-style quick service restaurant chain, as it marks Taco Bell's foray into the social media space of QR code packaging via a free mobile app.
In a six-week period leading up to this year’s VMAs (Aug. 28th), the remix will feature Taco Bell Feed the Beat artists Wallpaper and Chiddy Bang, as well as VMA sneak peeks and teasers, performance footage, and artist interviews.
There will also be a Friday Night Pre-VMA Concert Event sponsored by Taco Bell on Aug. 26th, and a “VMAs Hook-Up” Facebook sweepstakes that will reward one winner with a trip to a VMAs weekend beginning with the Friday Night Pre-VMA Concert.
Anyone who “likes” Taco Bell's Facebook page, currently counting more than 7 million people, has a chance to win the package of two pre-show tickets, two tickets to the VMAs, two airline tickets, hotel room and $400 in Taco Bell gift cards.
“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 Taco Bell CMO David Ovens in a statement.
“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.”
“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,’” said Jeannie Scalzo, SVP Integrated Marketing, MTV.
The promotion also supports the food chain’s marketing partnership with MTV for Feed the Beat, a public affairs intiative that helps up-and-coming musicians by providing $500 in Taco Bell gift cards while they are on tour.