Taco Bell Searches for ‘El Presidente’
Taco Bell is giving consumers a chance to earn the coveted title of “El Presidente” under a new promotion that gives away 1 million pesos and a trip to the QSR’s headquarters on a corporate jet.
The promotion dovetails with Taco Bell’s exclusive Mountain Dew Baja Blasts drink, a combination of Mountain Dew with tropical lime.
To enter the Drink a Baja Blast and You Could Become El Presidente of Taco Bell sweepstakes, consumers enter codes from large or extra-large Baja Blast cups online to BecomeElPresidente.com.
In addition to the title, the grand-prize winner gets a three-day trip for two to Taco Bell’s corporate headquarters in Irvine, CA, 1 million pesos (about $93,000), hotel accommodations, a year’s supply of Taco Bell food and $500 in spending money.
The sweepstakes will also award hundreds of instant-win prizes of 100 pesos to 10,000 pesos. Prizes will be awarded in U.S. dollars ranging from $9.39 to $939. Promotional cups will be available through June 26 or until supplies last.
On the micro site, visitors are greeted by a “company memo” from Taco Bell’s Presidente that says he will be out of the office doing company research (i.e. surfing). The memo directs employees to give his replacement all the comforts of the job—the office, limousine, use of the company jet, access to a personal assistant stash, a stash of Baja Blast and 1 million pesos. The interactive site also lets consumers design their own surfboard, check out live surf cameras, gets surfing tips and find local Taco Bell locations.
The Baja Blast beverage, available only at Taco Bell restaurants, is part of a partnership Taco Bell and Pepsi reached last year (Xtra, April 12, 2005).
The sweepstakes runs through July 17. Online materials and P-O-P support. Tribal DDB, New York, designed the Web site, Foote Cone & Belding, Irvine, CA, handles.
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