Taco Bell® Brand Shines in 2008 MLB All-Star Week


Client objective:
As title sponsor of Major League Basebal''s 2008 All-Star Sunday, Taco Bell wanted to have a strong presence in the New York market prior to and during All-Star Week at Yankee Stadium.

Brand & initiative:
Taco Bell's new advertising agency, activating their first promotion for Taco Bell, approached BDA for guidance on how to maximize their exposure. Taco Bell was hoping to energize employees and customers in their stores, as well as develop a giveaway for 60,000 fans at the All-Star Sunday event at Yankee Stadium.

Strategic solution:
In-Store Branding: BDA designed and produced 2,200 co-branded All-Star Sunday caps. These caps were worn by New York-area Taco Bell employees prior to the event, and capitalized on the city's anticipation leading up to MLB's Midsummer Classic.
 
In-Stadium Giveaway: BDA also developed 60,000 lanyards and ticket holders for fans attending All-Star Sunday. The lanyard and ticket holder set provided a highly-visible branding opportunity for Taco Bell that had a high perceived value with fans as a functional keepsake from the All-Star festivities.

Design & development:
BDA worked to include key thematic elements from Taco Bell's marketing objectives and were able to deliver a cap, ticket holder and lanyard that met Taco Bell's expectations.

Action:
Taco Bell and their agency had many discussions to determine which of the options BDA presented were best, eating into the production timeline. However, when Taco Bell was ready, BDA was ready.

Getting the Job Done:
BDA secured an MLB-licensed manufacturer who could produce the lanyards and ticket holders in a short timeframe.

Capping Off the In-Store Presence:
Acting quickly to partner with a vendor who could produce a quality product on the shortened timeline, BDA got the caps into Taco Bell stores and onto employees' heads for the entire month leading up to All-Star Week.

Outfitting the Team
Not only did BDA produce the caps, lanyards and ticket holders, they also fashioned several dozen branded t-shirts and polos for Taco Bell's All-Star Week staff and VIPs.

Brand results:
BDA was able to help Taco Bell's new ad agency achieve a very successful set of promotions, which made Taco Bell one of MLB's most-visible partners during All-Star Week. BDA was able to incorporate Taco Bell's design ideas, feedback and changes, and still deliver a high-quality product on time, leaving Taco Bell a satisfied and successful client.