Taco Bell Advergame Nets 5.4 Million Game Plays

Taco Bell found a way to reach customers beyond price promotions: online games.

The company’s most recent effort, “Taco Fu,” has earned more than 5.4 million game plays since its launch last September. In the game at http://www.tacobell.com/tacofu, players must protect one of their Taco Bell items from the horde of “luchadores.” Each time they reach the food a bite is taken until the entire item is gone.

The game, created by agency of record Draftfcb Orange County, has averaged two minutes of playtime per session, the company said. Taco Bell supported the game’s launch with online banners, including intermittent Viacom and ESPN placements.

"Taco Fu provides consumers with an engaging, 'lean-forward' brand experience, said Scott Johnson, executive vice president, global executive creative director, interactive at Draftfcb, in a statement. “We're excited to continue watching Taco Fu's success.”

Blackdot developed the application for the game.