Taco Bell is giving fans another reason to Live Más – and now Play Más – by offering the “Play the Future First” promotion in conjunction with Sony. From September 26 through November 10, fans will get the first and only chance to win the highly-anticipated PlayStation 4 before it hits shelves nationwide on November 15.
The promotion is straightforward in its simplicity: To enter for a chance to win, customers can buy a Taco Bell $5 Buck Box (which includes a Crunchwrap Supreme, a Burrito Supreme, a Crunchy Taco and medium drink) and then text in the unique code provided on the box. One prize pack, featuring a PS4, a copy of Knack, and a one-year membership to PlayStation Plus, will be awarded every 15 minutes throughout the promotion.
“Our fans enjoy gaming, and gamers eat Taco Bell, so teaming up with PlayStation for the second consecutive year to give consumers first access to the next generation system before it hits retail was an exciting decision for us,” said Chris Brandt, chief marketing officer of Taco Bell. SCEA and Taco Bell partnered in 2012 to give fans the chance to win a PS Vita before it launched in North America on Feb. 22, 2012. With the upcoming launch of the PS4 system, the “Play the Future First” promotion kicks off a multi-year partnership between SCEA and Taco Bell, according to the press release.
“Following the positive response from the gaming community for the PS Vita campaign last year, we are thrilled to have the opportunity to partner with Taco Bell to tap into the excitement as we prepare to launch PS4 on November 15,” said Guy Longworth, senior vice president, brand marketing at SCEA. “PlayStation and Taco Bell both have some of the most loyal fans in the world, and this promotion rewards them by providing an extraordinary opportunity to get their hands on a PS4 before it hits stores.”
The [a]list daily spoke with Will Bortz, senior manager of brand partnerships & sponsorships at Taco Bell, to find out more about the promotion.
The scale of the promotion is bound to generate some great interest among fans eager to get their hands on a PlayStation 4. Often such promotions will give away one or a few consoles, but this promotion is on an entirely different level. “One PS4 will be given out every 15 minutes from Sept. 26 to Nov. 10, which is approximately 4,000 PS4s,” said Bortz.
Better still, the lucky winners will be getting their consoles before the retail launch of the PS4. “The winners of the PS4 prize packs will be shipped to verified winners on or around Nov. 12, 2013 before the highly-anticipated console will be available in stores nationwide on Nov. 15, 2013,” confirmed Bortz. Winners will likely get a few days of gaming before any of their friends can possibly get their hands on a PS4, adding to the thrill of victory.
Taco Bell marketing will feature the promotion in a TV spots created specifically for the promotion. “A 30-second television spot, entitled “Play The Future First,” features an anxious troop of gamers preparing to fight an epic robot battle set in bombed-out Europe,” said Bortz. “But they arrive only to learn that the "game" has already been won by four guys who got their PS4's early, thanks to the $5 Box at Taco Bell. Developed by Deutsch LA, the spot will run on cable, sports and network television.”
The marketing will also engage users through social media. “Unique online experiences will also engage the brands’ millions of social fans with more chances to win in addition to radio and in-store marketing,” noted Bortz.
Future promotions in this multi-year partnership will likely deal with multiple Sony products. “Taco Bell fans love gaming and gamers go to Taco Bell, so the partnership with Sony is very exciting,” Bortz said. “We plan to continue bringing innovation through partnerships to give more to our consumers every day. We will look to use hardware and software news to center our promotions around.”
Taco Bell sees interesting potential for marketing opportunities inside the PlayStation Network, but they aren't willing to tip their hand in advance. “Innovation is key in everything we do at Taco Bell, and partnering with a brand like PlayStation provides many exciting opportunities for our consumers,” Bortz said. In other words, we're not talking about it yet. Still, with a multi-year partnership there are certainly opportunities to do some innovative marketing with an interactive platform like the PlayStation hardware in all its various forms. Seize the opportunity, Taco Bell – greatness awaits for creative marketers.