Obama uses Taco Bell promotion to entice voters

The consumer-in-chief knows how to spice things up. Here’s how he stepped up as an unofficial brand ambassador for the chain—and how the online community responded.

A presidential endorsement is the mother lode for brand managers.

On Tuesday, Taco Bell marketers were quick to acknowledge—and praise—President Barack Obama for his mention of a joint Taco Bell/Major League Baseball World Series promotion.

Although some baseball fans might be tired of hearing announcer Joe Buck say, “Steal a base, steal a taco,” Obama seemingly isn’t.

From the Huffington Post:

President Barack Obama encouraged people to make time to vote, saying if you have time for tacos, you have time to cast a ballot.

Here’s Obama’s unofficial endorsement, made in a campaign visit to Ohio on behalf of Democratic presidential nominee Hillary Clinton: “If you can find the time to go to Taco Bell, you can find the time to go to IWillVote.com, find the nearest early voting location, and cast your ballot. You can vote and then go get your taco. It’s like a combo meal. It’s like you get something good for your soul, and then you get something good for your appetite.”

The promotion, which runs today from 2–6 p.m., offers complimentary Doritos Locos Tacos to consumers. (Voting for president and other offices runs until Tuesday evening.)

Taco Bell used the highly likely scenario that someone would steal a base in the Fall Classic as an opportunity for the promotional giveaway. It didn’t take long; the Cleveland Indians’ Francisco Lindor swiped second base in the first inning of Game 1.

Here’s the video that had baseball and taco fans reveling online:

Brand managers for MLB.com hopped on impromptu brand ambassadorship bandwagon:

An online fiesta of Twitter mentions and interactions followed and prompted Taco Bell’s brand managers to issue a formal response:

Thanks, Obama. No really, thank you, Mr. President.

And thank you, Francisco Lindor, for stealing a base in Game 1 of the World Series to become this year’s Taco Hero, which stole tacos for America. No matter which candidate Americans are voting for, or which World Series team they’re cheering for, there’s one thing all of America can rally around: Free Doritos Locos Tacos at Taco Bell on November 2 from 2-6 PM.

To keep the online interaction going, managers also thanked the president with a tweet:

Although Taco Bell reps are calling Lindor a “Taco Hero,” some new heroes will be crowned tonight at the end Game 7 of the World Series featuring the Chicago Cubs and Lindor’s Indians.

How do you think Taco Bell’s brand managers responded to Obama’s mention, Ragan readers?

Topics: PR


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