Taco Bell Canada is set to award one consumer tacos for life.
The quick-serve restaurant is giving away a lifetime supply of its Doritos Locos Tacos (DLT) to promote the fact that this popular item has been added permanently to its menu.
When Taco Bell Canada first added DLTs as a permanent item, agency of record Grip Ltd. created a video of one of the brand’s super fans getting a DLT tattooed on his arm. It first introduced the item (long popular south of the border) last summer by printing tweets on tacos it served to customers who had complained about the lack of DLTs in Canada.
Now consumers can enter a contest, launched Monday, by taking Taco Bell up on “permanent” challenges such as dying their hair “DLT orange,” getting married to a DLT or officially changing their name to “Doritos ® Locos Tacos” (we’re guessing the registered symbol is an important part of the name change).
The brand is accepting entries that use the hashtag #DLT4LIFE on Facebook, Twitter, Vine or Instagram through April 17 and will award the winner with $5000 provided as an in-cash equivalent for “DLT for Life”.
Veronica Castillo, marketing manager, Taco Bell Canada, explained that after the brand posted DLT tattoo video – in which the tattooed fan gets free DLTs for life – many of its customers responded asking how they could get DLTs for life, too.
She said the contest was a response to those inquires and another way to spread the message the DLTs are a permanent item at Taco Bell in Canada. Castillo added that the brand refreshed the video, adding new messaging and a new voice-over about the contest to create a TV ad that is currently on air.
Taco Bell also created a microsite to promote the contest’s entries and is supporting the initiative with paid social ads on both Facebook and Twitter.
