Case study

Taco Bell India creates buzz during the ICC Men’s T20 World Cup using Fire TV ads

Taco Bell

As the cricket frenzy reached new heights in October and November 2022, Taco Bell India, a Mexican-inspired restaurant brand, unveiled their nationwide campaign, “See a six, catch a taco,” for fans of cricket and tacos in India. As part of this campaign, every time a batsman for the Indian cricket team hit a six, consumers would have an exciting chance to redeem a free taco from Taco Bell India. The brand worked with Amazon Ads to generate excitement for the campaign, which focused on driving awareness to audiences during match days.

Leveraging Fire TV on match days

A study from the Broadcast Audience Research Council of India observed that 83% of sports viewership happens on TVs.1 And Fire TV devices let customers stream from a wide selection of sports, movies, TV shows, popular apps and channels, live TV, Alexa skills, and more, for a theater-like experience at home from audiences’ screens. Fire TV ads helped Taco Bell India and their agency, Mindshare India, reach and engage the cricket-viewing audiences during match days. Through a takeover of the first slide of Feature Rotator on match days, Taco Bell India was able to engage audiences as soon as they switched on their TVs. Through this high-impact inventory, combined with the topical messaging around cricket in the “See a six, catch a taco” campaign, the brand was able to engage audiences to help create maximum buzz for the campaign.

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We selected the Feature Rotator ad slot as it was the first point of interaction on connected TV to watch the ICC Men’s T20 World Cup 2022. This helped garner prime visibility and attention to brand communication. It worked as an impact buy with optimal cost, which otherwise is not possible with TV advertising.

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— Gopa Menon, Head of Digital - South Asia, Mindshare

Delivering reach and engagement

The campaign, which ran across two days, delivered 12 million impressions with video completion rates trending above 55%, which is higher than the Fire TV benchmarks for video completion rates.2

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Indians exude passion when it comes to cricket. Hence, Taco Bell joined the cricket frenzy for the second year in a row and brought back the ‘See a six, catch a taco’ campaign for all cricket lovers and taco fans. For the second innings, we strived for greater redemption on the offer and a higher number of trials. Our collaboration with Fire TV played a pivotal role in providing incremental reach to the audience that tuned in for every match and drove top-of-the-funnel awareness among our audience.

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— Tushar Mehta, VP-Marketing, Taco Bell India

1 "Sports on television—The largest platform for brands,” Exchange4Media, 2022
2 Advertiser-provided data, IN, 2022

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