Taco Bell Eyes UGC-Based SXSW 'Rockumentary'
In the latest expansion of its “Feed the
Beat” program, Taco Bell has partnered with Twitter to offer fans the opportunity to have their footage included in a “rockumentary” of two bands playing at a branded event during
this year’s South by Southwest (SXSW) Conferences & Festivals.
The video, to be released in summer 2013, will focus on the bands Passion Pit and Wildcat! Wildcat!, culminating with their live performances during a “Feed the Beat” event at Hype Machine’s Hype Hotel venue in Austin, Texas. Taco Bell is the presenting sponsor of Hype Hotel events taking place between March 11 and 16. Digitas created the campaign.
Overseen by documentarian Sam Jones, the film will employ footage of the bands captured and shared by Taco Bell fans in attendance at the event and online.
To participate, fans can tweet and post images, videos and Vine videos using #FeedtheBeat (which has its own site) now through March 11, when the Passion Pit and Wildcat! Wildcat! performances will be live streamed from the Hype Hotel venue.
Fans in Austin on March 11 can RSVP for free to attend the “Feed the Beat: SXSW 2013” event on HypeM.com/hotel.
This year, Taco Bell will be an official sponsor of SXSW 2013, which begins one day after the national launch of Cool Ranch Doritos Locos Tacos on March 7. Free samples of the new menu item will be served all week at Hype Hotel, while supplies last.
Taco Bell’s Feed the Beat program, launched in 2005 to help feed up-and-coming artists on tour by giving them Taco Bell gift cards, continues that mission, but has been expanded to leverage the brand’s relationships with network partners and sponsorships, involve Taco Bell’s online community (nearly 10 million fans), and feature Feed the Beat artists’ music in the brand’s commercials.
In 2012, Passion Pit’s hit song “Take A Walk” was featured in a commercial for Taco Bell’s Nacho Cheese Doritos Locos Tacos as part of the band’s involvement in the Feed the Beat program.
Recent Marketing Daily Articles
-
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out that retailers have little ... -
Hanes Aims Destruction Videos At Gen Y May 16, 11:25 p.m.
In an effort to encourage Millennial men to slip into its new ComfortBlend socks, tee shirts ... -
FirstBank Expands Ad Campaign May 16, 11:11 p.m.
FirstBank is extending its TV advertising for the first time outside of its home state of ... -
Jennie-O Partners With 'Recipe Rehab' May 16, 1:07 p.m.
Jennie-O products are being featured in integrations in the popular “Recipe Rehab” show, and in a ... -
2 Audiences, 2 Approaches For Samsung Monitors May 16, 12:27 p.m.
When we get consumers to shell out money for high-end computer monitors, it’s important to give ... -
Meaty: Whole Foods, Smithfield Talk Healthier Hogs May 16, 6:24 a.m.
Looks like meat marketing is stepping center stage. Whole Foods Markets, in celebration of Animal Welfare ... -
Hyundai Says Everything's Gonna Be All Right May 15, 11:40 p.m.
Every little thing gonna be all right. Especially if you have car trouble. Hyundai Motor America ...
Be the first to comment on "Taco Bell Eyes UGC-Based SXSW 'Rockumentary'"
Leave a Comment