Taco Bell is adding “Live Más Drive-Thru Cams” to select restaurants for a limited time, offering customers the chance to photographically capture their moment in the drive-thru – whether alone or with others – to share. There’s also the chance some of the photos could make it into Taco Bell’s Super Bowl commercial this year.
“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,” chief marketing officer Taylor Montgomery said in a statement. “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.”
According to the company, the Live Más Drive Thru-Cams are tailor-made and will appear at Taco Bell’s drive-thru at select U.S. locations. To earn a chance to appear in the brand’s commercial, Taco Bell Rewards members can visit a participating location, open the app and login, and proceed through the drive-thru per usual. At the end of the drive-thru order, participants will make a stop under the Live Más Drive Thru-Cam and scan a QR code to initiate a photo countdown, which then snaps a series of six photos of both the driver and passenger sides of the vehicle. Afterwards, two digital photo strips – complete with three pictures each – will be sent to their registered Taco Bell Rewards email.
Fans who opt in will be considered to have their photos appear in Taco Bell’s ad spot during the third quarter of the Super Bowl, which is Feb. 9. Last year, a 30-second Super Bowl commercial cost about $7 million to air, according to Ad Age.
Starting today, the Live Más Drive Thru Cams will start their nationwide rolling tour, open from 2 p.m. to 10 p.m. at the following locations during the following dates:
- Dec. 3-5: 1604 S. La Brea Ave., Los Angeles, Calif., 90019
- Dec. 4-6: 17565 E Bagley Rd., Middleburg Heights, Ohio, 44130
- Dec. 10-12: 310 Big Mac Drive, Cookeville, Tenn., 38506
- Dec. 11-13: 15797 JFK Blvd, Houston, Texas, 77032
- Dec. 17-19: 116 W Rea Rd, Wauchula, Fla., 33873
Taco Bell returns to the Super Bowl commercial rotation after a three-year hiatus. The brand’s last spot for the NFL’s final game aired in February 2022 and featured musician Doja Cat and her cover of Hole’s 1998 hit “Celebrity Skin.” This year’s commercial will be produced in partnership with Biite and the fully integrated campaign includes work from Edelman, Spark Foundry, The Syndicate, Deeplocal, and Cycle/Laundry Service.
Contact Alicia Kelso at [email protected]
