Taco Bell Eyes UGC-Based SXSW 'Rockumentary'

Taco-Bell-FeedtheBeat-BIn 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

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.

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