Apr 22, 2008 6:05 AM, PROMO Xtra, By Amy Johannes

Taco Bell P-O-P pushes drink sales for a chance to win $50 gas cards.

Taco Bell is using gas cards as an incentive to drive people to its restaurants to buy large or extra large beverages.

The company is giving away $50 gas cards every 10 minutes through May 21 to customers who buy a large or extra large drink in the “Fuel Up For Free” game. To participate, people locate an alphanumeric code on the side of their cup and enter it online at http://www.fuelupforfree.com or http://www.dewbajablast.com. Winners will receive an instant-win message and an e-mail prize confirmation message.

The promotion, which features a surfing theme, supports Taco Bell’s signature beverage Mountain Dew Baja Blast, a combination of Mountain Dew and Tropical Lime.

“When gas prices hit record highs everyone feels the pinch,” said David Ovens, chief marketing officer, Taco Bell Corp, in a statement. “For our value-sensitive customers, every little bit counts and a chance to win cash for free fuel is an engaging offer.”

Visitors to the interactive site can play an online surfing game, “Hang Ten,” to navigate the waves. People also click on a map to see live streaming images of popular surfing spots, such as Malibu, CA, and Puerto Escondido, Mexico.

The site also contains a Tiki Theater, where people can watch performances by Tiki characters based on three genres. Visitors can also view a video about the Baja Blast beverage or find a local Taco Bell restaurant.

P-O-P, print ads in People, Maxim, ESPN the Magazine, Rolling Stone and Sports Illustrated and online marketing on the Yahoo Network, ESPN.com, MTV.com, VH1.com, ComedyCentral.com and Spike.com support the promotion. Tribal handles the creative, DraftFCB is in charge of media buying and Young America Corp. is administering the sweepstakes.

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