Oct 27 2007
Taco Bell Gets $4.1 Million Worth of FREE Advertising on Prime Time T.V.
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On the recent World Series Game Two telecast on Fox, Taco Bell, received $4.1 million worth of additional exposure thanks to the restaurant’s free tacos for a stolen base promotion.
O.K. sure they must have paid for the initial right to present their promotion, but, this time around, Boston’s Jacoby Ellsbury successfully stole the first base of the Series, insuring free tacos and helping Taco Bell realize another $4.1 million of television exposure in the process. According to research conducted by Joyce Julius & Associates, which specializes in measuring the impact of sponsorships across all forms of media, Taco Bell amassed three minutes, 15 seconds (3:15) of clear, in-focus exposure time, while the restaurant chain was also mentioned 11 times.
So we all better get used to some more of this in game promotion, as the major advertisers realize the leverage that is available to them.
On a smaller scale, there is nothing to stop even the humblest of budgets sponsoring local team Events and offering additional incentives for outstanding achievements during the game, which will provide a great deal of focus on the prize and the provider.
My point here is: When you see how one of the major companies engineer these clever leverage concepts, don’t merely dismiss them as games for the “Biggies only” by using the same principles on a smaller scale, you too can leverage and stretch your promotional dollars far beyond merely taking “donation space” in local newsletters.
