Taco Bell and the Missouri Valley Conference are renewing a promotion tied to the men’s basketball tournament that helped the league sell a record number of tickets last year.
Through the month of February, consumers at Taco Bell outlets in the conference’s six-state footprint can collect MVC coupons, which can be redeemed at Ticketmaster or other box offices for tournament tickets at a discounted price.
In league cities such as Des Moines, Iowa, (Drake) and Omaha, Neb. (Creighton), the coupon is good for $7 off a single-session ticket, which sells for $28. In St. Louis, site of the tournament, the coupon is good for a $12 discount, which serves as a greater incentive to fans in the host city. The MVC does not have a team based in St. Louis.
“It’s been the most successful program the conference has ever had,” said Joe Mitch, associate commissioner, of the promotion, which is entering its third season.
The promotion gained its most traction last season when the MVC Tournament drew a record 85,000 fans over four days, including 22,612 for the championship game between Creighton and Southern Illinois. All five sessions enjoyed record attendance.
Mitch said that more than 3,000 coupons were redeemed for tickets to the tournament last year, although the conference wasn’t sure how many tickets that equated to. There’s no limit on how many coupons a fan can redeem.
Taco Bell and its Chicago-based agency, ESW Partners, support the promotion with ad buys on FSN Midwest, which carries the league’s games. Taco Bell owns exclusive promotional rights in the quick-service restaurant category with the conference, a deal valued in the mid-five figures, industry analysts said.
