• by Teresa Buyikian , December 3, 2024

Most large brands today leverage user-generated content for their marketing, holding online content contests and other promotions to engage the brand’s fans online.

But Taco Bell is taking UGC to an entirely new level, giving drive-thru fans the opportunity to be featured not just in the brand’s advertising, but appear on the world’s largest stage for advertising, the Super Bowl.

Today Taco Bell announced its new Liv Mas Drive-Thru Cams, which will give fans the “opportunity to appear in our Big Game commercial,” marking the brand’s return to the Super Bowl after a three-year hiatus.

The Drive-Thru Cams begin their tour of the U.S. today, kicking off in Los Angeles, with stops following in Middleburg Heights, Ohio; Cookeville, Tennessee; Houston and Wauchula, Florida.

To participate, customers must be Taco Bell Rewards members. Once they have completed their purchases, the cam then takes a series of six pics of both the driver and passenger sides of the car. Customers are ithen asked to opt in to have their pics considered to be included in the brand’s Super Bowl spot.

“Every day in our drive-thrus we see moments that are so uniquely ‘our fans’ -- the moments, the memories, and the energy that makes Taco Bell who we are,” said Taco Bell’s CMO, Taylor Montgomery, in the announcement. “That’s why, for our return to football’s biggest stage, we’re sidelining the celebrities and turning the camera on the fans who already make Taco Bell what it is. We’re inviting Taco Bell Rewards members to come through and do you.”

The brand said its upcoming “Big Game” spot will be produced in partnership with Biite, and the integrated campaign will include work from Edelman, Spark Foundry, The Syndicate, Deeplocal and Cycle / Laundry Service.