One is a "Big Box Remixed": a box of four of its most popular food items bearing a design themed to VMAs, plus a QR code to enable purchasers to use smartphones to access exclusive content. Special cups also bear the QR code.
Content will include music from Taco Bell's "Feed the Beat" artists (a program that provides up-and-coming artists on tour with $500 worth of Taco Bell gift cards) and sneak peaks of VMA performances and artists to perform at the Friday Night Pre-VMA Concert Event sponsored by the QSR brand.
A TV commercial promoting the special boxes and cups will begin airing nationally on Aug. 14. Draftfcb, Irvine did the TV creative, packaging design and in-store messaging. MTV built the QR code and mobile site, and will provide the content.
In addition, a Facebook-based sweepstakes is offering VMA-related prizes, such as trip packages.