• by Teresa Buyikian , Yesterday

Whether fans are celebrating a win or mourning a loss, Taco Bell’s latest marketing push promotes the chain’s tacos as “support” for both scenarios.

The Mexican QSR this week launched L.O.C.O.S., which stands for “Loss or Celebration Outcome Support,” a new “global platform built to rally around fans in the emotional aftermath of moments such as culture's most heated showdowns, personal victories, meltdowns, crushing breakups and more.”

Launched to coincide with the World Cup, the L.O.C.O.S. platform gives Taco Bell Rewards members ways to earn free tacos and other items. Beginning June 23, and running through July 13 in the Taco Bell app, the “L.O.C.O.S. Game” is described as a “personalized gamified experience built around the two emotions of fandom: celebrating the win or recovering from the loss.”

Players are able to choose which “mode” they prefer, Celebration or Support, which unlocks a free taco with purchase after their first play. Players are encouraged to return weekly for challenges and to compete for new L.O.C.O.S. merch.

“No matter where you are in the world, fandoms may look different, but the feelings are universal: celebration, disappointment, loyalty, and the need for a taco when the moment calls for it,” said Amy Durini, chief marketing and strategy officer, Taco Bell International, in a release. “As L.O.C.O.S. comes to life internationally in select markets, Taco Bell is showing up for fans around the world in ways that feel true to each local fandom, recognizing the passion, traditions and shared experiences that make them so unique and powerful.”

In the U.S., the brand will hold immersive activations in both Los Angeles and New York City. The events include interactive activities such as scream booths and photo walls, as well as a L.O.C.O.S. taco truck (with free tacos) among other activities. In the U.K., the brand will host a pop-up in Camden, London, with free tacos, exclusive merch and giveaways. Similar activations will take place in Melbourne, Toronto, Vancouver and São Paulo, Brazil, as well as delivery promotions throughout Spain.