SBD/October 29, 2012/Marketing and Sponsorship

Taco Bell CMO Talks About WS Promo That Will Result In Millions Of Free Tacos

Taco Bell Chief Marketing & Innovation Officer Brian Niccol said the QSR anticipates giving away a "couple million" Doritos Locos tacos as part of a promotion with MLB. The QSR agreed to give the tacos out for free if any player stole a base during the World Series. Giants CF Angel Pagan fulfilled the promo by stealing second base in Game 2. Fox’ Chris Myers spoke to Niccol during Game 3 Saturday night, and he said, "We’ve sold about 250 million so far so we’ll probably do a couple million.” Myers said, “To give something for nothing is great. I hope this isn't coming out (of) your pocket personally.” Niccol answered, “Not my pocket personally, I’m still going to make it through Tuesday.” Wrapping up the interview, Myers handed Niccol a taco and a packet of mild sauce. The tacos are available tomorrow from 2:00-6:00pm local time (“World Series Game 3,” Fox, 10/27). Fox Sports Senior VP/Communications Lou D'Ermilio said the interview with Niccol, which took place in the stands during the game, “was planned” and “was part of the promotion” with Taco Bell. D’Ermilio noted that a “similar interview was conducted the first time Taco Bell executed the promotion.” D’Ermilio: “Taco Bell is a great, longtime supporter of Fox Sports and an MLB sponsor, so we're happy to work with them and our World Series production team to make it happen” (THE DAILY).
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