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Taco Bell Launches Country-Wide Dollar Bill Scavenger Hunt
This real-world "Everlasting Dollar" viral campaign will award 11 people with a lifetime of Taco Bell food, raising awareness of the Yum Brands brand's new Dollar Cravings menu.
So much of marketing these days — scratch that — so much of everything these days is online. There isn’t much you can’t do with an internet-connected device.
But one has to wonder if all this ease of access isn’t turning us into those really fat people in that Wall-E movie or the idiots in the movie Idiocracy. That’s a debate for another time, but it’s pleasing to no end to see a marketer create a program that takes place in the real world, even if it’s supported by digital media.
To promote the 11 items on its new Dollar Cravings Menu, rolled out earlier this month, Taco Bell, working with Deutsch, has launched The Eleven Everlasting Dollars campaign. The effort involves the release of 11 dollar bills in 11 cities over the course of 11 days. The serial numbers of the released bills have been recorded and will be announced daily with a YouTube video on the campaign’s Everlasting Dollars website.
The first video introducing the contest features Epic Meal Time host Harley Morenstein and improvisational comedian James Kirkland. Which is both strange and wonderful because Epic Meal Time is all about super high calorie foods. So what’s Taco Bell trying to say here?
The first dollar bill on the first city was released in Los Angeles. The bill’s serial number is B 88070217 I. If you have it, you are on the lucky side of the contest’s 1 in 2.4 billion odds. And you will be awarded a lifetime of Taco Bell food. The second city in the series is Chicago.
The brand is touting the promotion across Facebook, Twitter, Snapchat, Vine and YouTube and will monitor those channels for engagement. And share buttons on the Everlasting Dollars website allow visitors to share the promotion across their own social networks.
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