Xbox and Taco Bell have teamed up for a major summer national marketing effort to drive customers to Taco Bell stores while promoting the Xbox.
The brands have developed a cross-promotion campaign dubbed “Supreme” across multiple media channels including TV, extensive POS, print, web banners and Facebook and Twitter. The campaign soft-launched on July 3 and had its official launch this Monday, when the broadcast and digital media went live.
Eyal Zilnik, solutions sales executive at Xbox, said the two companies are cross-promoting in a strategy of reciprocity. Taco Bell is integrating Xbox into all of its digital banner and broadcast spots. “Both companies understood that this was the best way to make the biggest and most cohesive noise,” said Zilnik. “This was a true partnership…. everyone put their egos at the door.
“This effort is fully integrated across all Xbox channels, including Xbox Live, which is a console experience, and Xbox.ca, which has always been a website about Xbox marketing,” said Zilnik.
The campaign objective was to integrate the companies’ consumer base and drive hungry people to Taco Bell for free combo meals around the Burrito Supreme. The meal boxes contain thousands of unique codes. Customers can take the code to Xbox Live Experience, type it in and and have prizes such as Xbox points unlocked in real time. Other initiatives are custom-designed Xbox purple boxes, big-ticket “Halo 4” game giveaways, bundles of points and exclusive downloads of items.
Grip Canada did the TV and digital creative, Xbox was responsible for the creative build and prizing, and MediaCom handled the media buy.
