Cannes Lions

Love and Tacos

DEUTSCH LA, Los Angeles / TACO BELL / 2017

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

We created the Love and Tacos contest, searching for the perfect couple to win the first official wedding. It lived on ta.co and the entry request was simple — upload a video or photo that tells your Taco Bell Love story. Then, we let our fans vote for the winner, and gave anyone who voted the chance to win their own trip to Vegas to crash the wedding.

Execution

We kicked off on Valentine’s Day, using owned and promoted social posts to introduce the contest and call on fans to submit their proposal videos. Couples continued to submit their proposals, until it was time for fans to vote.

To incentivize voter participation, we doubled down with a second contest where anyone who voted was automatically entered for a chance to win their own trip to Vegas to crash the wedding.

Outcome

So, how did the Love and Tacos Contest do?

• Landing page views: 313k

• Average time spent on page: 2:01

• Total contest submissions: 155

• Total number of votes: 16,808

• Press: 1,350 placements and over 950 million impressions

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