Irvine-based Taco Bell has teamed up with the MTV VMA Awards on a new quick response code, found on the side of its taco boxes and large drinks. Quick response codes are small tags that consumers scan with their smartphones, which then takes them directly to an ad campaign online. Consumers who scan Taco Bell’s “Feed the Beat” code are directed to exclusive MTV video for the VMA Awards.
“We’re thrilled to join forces with Taco Bell as together we count down to the ‘2011 MTV Video Music Awards’ and celebrate Taco Bell’s commitment to music through their Feed the Beat program,” said Jeannie Scalzo, senior vice president, Integrated Marketing, MTV. “Thanks to Taco Bell’s innovative VMA sponsorship, millions of their customers across the country will get music content leading up to ‘the biggest night in music.’”
Once the code is scanned consumers will have access to songs from Taco Bell artists Chiddy Bang and Wallpaper, as well as sneak peaks of artist’s performances and interviews. QR code users can view the exclusive content until the awards air on August 28.
In addition, the fast food chain has launched “VMAs Hook-Up,” a social media sweepstakes on Facebook that will award one person with a trip to VMAs weekend, which includes airfare, hotel accommodations, two pre-show tickets, two VMA tickets and a $400 Taco Bell gift certificate. Any person who “likes” Taco Bell’s Facebook page has the opportunity to win this package.
“In anticipation of the upcoming VMAs, we are turning up the volume by giving Taco Bell and music fans access to never before seen or heard music content which includes some of the phenomenal up-and-coming talent from our Feed the Beat program,” said David Ovens, CEO, Taco Bell Corp.
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