OVERVIEW
Steal a Base, Steal a Taco is back. In 2023, we gave fans even more opportunity to play along and win big – including partnering with TOPPS playing cards. Exclusive to Taco Bell Rewards, Members will have three chances to play along & win when the first base is stolen in the World Series:
Free DLT > all rewards members
Free Med Drink > rewards members who predict Taco Hero correctly
Taco Bell For Life > fans who have the TacoFractor card of Taco Hero
OBJECTIVE
Build on existing equity from the first year of instant redemption for rewards members, by creating top of mind awareness and driving digital acquisition by giving consumers a unique experience through digital and our food during a sports tentpole.
STOLEN BASE PREDICTION RESULTS
Fans had five position players from each team + 1 "Non-Listed Player" option from each team to choose from:
114.3K predictions casted over 2 days (57.1K/day) vs 110.7K over 3 days (36.9k/day) last year.
55% growth in engagement/day with the module
EARNED RESULTS
612 placements, 822M+ impressions
ECOMM/LOYALTY RESULTS
Overall App Traffic: 8.8M (+38%)
Vote to Conversion: 25% (+9%)
% of Traffic that Voted: 6.19% (+1%)