Since everybody is rooting for a comeback these days, we revamped Taco Bell’s ‘Steal a Game, Steal a Taco’ program to create an epic brand moment during the 2021 NBA Finals.
With the synergies between the comeback of America in the wake of COVID-19, an NBA season where fans can finally watch their favorite teams in stadium again, and Taco Bell’s ability to tap into their vault of legendary and innovative products to bring back a crowd favorite, the Comebacks campaign gave both sports and Taco Bell fans a reason to tune-in and show up on redemption day.
By creating a simple trigger moment that taps into sports insights, we brought back the Flamin’ Hot Doritos Locos Tacos in style, giving America a chance to score a spicy crowd favorite if a team comes back to win an NBA Finals game after a halftime deficit.
To create an even more engaging fan experience, we partnered with FanDuel to allow fans to bet on the NBA Finals comeback, awarding a $10 bonus for correctly predicting the comeback game and team.
Additionally, we worked with ESPN and ABC to create an in-game Comeback Tracker broadcast integration, giving fans live stats, predictions and info on the probability of a halftime comeback.
Contributions: concept | media integrations | program extensions
Credits: TVC and art by Deutsch