Free is good. Breakfast is good. Free breakfast = great. Is this the formula Taco Bell was using when it decided to bring back the Steal A Base, Steal A Crunchwrap promotion? After all, based on the criteria – someone had to steal a base during any World Series game – it was almost guaranteed there would be a Crunchwrap giveaway. So why would Taco Bell jump at the chance to give away $2 million dollars’ worth of product plus make and serve them to crowds of hungry breakfast customers?
Here are some reasons Taco Bell might feel like they pulled off an act of marketing genius.
- The promotion during the game talked up by the official commentators was seamless for Taco Bell. It wasn’t a blatant endorsement and it was during the actual game so there was an active audience not like during a commercial break where people disengage from the television.
- The hype leading up to the 6th inning when the stolen base occurred, was exciting for viewers and provided suspense and buzz among people who may not have been baseball fans.
- McDonalds all-day breakfast has been all the rage and this breakfast promotion would bring attention away from their competitors.
- A promotion like this would be a social media home run due to endless shares and hashtag possibilities and companies can’t buy this sort of publicity.
- The possibilities for new Taco Bell customers and new Crunchwrap fans is compelling.
And here’s why it could end up as a costly publicity move.
- The millions could have been spent in other places, such as Super Bowl ads. In addition to the cost of the product, there are other millions associated with a promotion like this such as advertising fees to MLB and the network. Was this a wise choice of how to spend an estimated $10 million?
- There is potential for promotion-day fiascos such as with order fulfillment and customer service.
- Social media can be quick and quick to judge if there are issues.
- There is no room for error on the product. This is the big chance for new customers and it needs to be right and tasty.
- What if there’s a party and no one shows up? The timing and excitement for the promotion after the series has ended might make a free Crunchwrap yesterday’s news.
Time will tell – as in next year’s World Series – whether or not Taco Bell considers this a wise investment when all is done and analyzed. Have an opinion? Please share.
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