Taco Bell, with the help of Draftfcb Orange County, Calif., is once again thinking “outside the bun” by taking the consumer generated content trend to another level. The Mexican style quick service restaurant chain asked consumers to create their own advatar using Gizmoz.com’s services and submit it to an online audition for a chance to appear in the next Taco Bell commercial, or “advatarsment,” to promote Fourthmeal, its late night meal between dinner and breakfast, premiering during MTV’s Video Music Awards on Sept. 9. At press time, the three virtual consumer actors had been contacted and production of the spot was underway. The auditions are still on view at www.tacobell.gizmoz.com.
Using Gizmoz.com’s photorealistic avatar, consumers auditioned for the Taco Bell TV Me! search by uploading a digital photograph. In less than a minute, their 3D lifelike head and personalized body were automatically created. Consumers then used a microphone to record their own voice for their 15-second, lipsynched audition. Taco Bell TV Me! participants could also view sample Gizmoz 3D animated talking characters as well as other auditions. After submitting their audition, users were able send it to a friend and post their Gizmoz on any blog, video site or social networking profile, as well as rate other auditions. Winning auditions were judged on personality, originality, overall appeal and ability to express oneself.
“We wanted to not just give consumers the opportunity to do a user-generated video or user-generated commercial like we’ve seen so much of, especially during the Super Bowl. Consumer generated is still a one-way street. This campaign for Fourthmeal is a nice opportunity where we actually created a two-way street. We ask the consumer to produce something, they do it and then we continue to work with and interact with them for a period of time,” explained Chris D’Amico, senior VP, group creative director, Draftfcb, Orange County.
He pointed out that in addition to creating a two-way conversation with the winners, a lot of other people are “hanging out” on the website and exploring it and interacting with the brand. “Taco Bell, MTV and Gizmoz are at the forefront of leveraging the power of avatars and user-generated content to enhance the brand experience online and in traditional media,” said Eyal Gever, CEO of Gizmoz. “This leading-edge campaign of self expression and storytelling gives all consumers, regardless of their technical background, the opportunity to demonstrate their individuality and unique style online and potentially star in a major TV commercial during the MTV VMAs with their Gizmoz avatar.”
The TV Me! promotion marks Taco Bell’s first entry into leveraging consumer-generated media advertisements. The promotion is supported by online banner ads, keyword search buys and with a co-branded spot that will air on MTV leading up to the VMAs. “As always, we look to connect with our audience in the ways they consume media that are beyond television,” said Tim Rosta, senior VP, integrated marketing, MTV. “This partnership with Taco Bell and Gizmoz delivers a new twist to our audience’s insatiable appetite for user-generated content, and besides, everyone looks good as an avatar.”
Hollywood Leaders, Theater Owners Gather For CinemaCon At A Critical Time In The Industry
The future of theatrical moviegoing is at a critical moment. More people have been going to movie theaters this year than last, but the foundation is delicate. Annual domestic box-office grosses are still down about 20% from pre-pandemic levels, competition from streaming has only intensified and there are very real worries about what consolidation might mean for the release schedule as Warner Bros. stares down new ownership under Paramount. It's under these precarious conditions that Hollywood executives and movie theater owners are gathering this week in Las Vegas for CinemaCon, the annual exhibition and trade show made famous — or at least slightly less obscure — by Seth Rogen's show "The Studio" and his "old school Hollywood buffet." Real-life Hollywood executives have bigger concerns than throwing a party, however. A critical time for movie theaters As "F1" and "Top Gun: Maverick" producer Jerry Bruckheimer said last week in a statement: "We are at a defining point in the future of this industry." Bruckheimer, "Oppenheimer" producer Emma Thomas and "Sinners" director Ryan Coogler are teaming up to do something about it. Just last week, Cinema United, the trade organization representing some 60,000 movie screens in the U.S. and abroad, announced that Bruckheimer would be chairing their newly established filmmaker leadership council, with Thomas as vice chair and Coogler as one of its inaugural members. Other members include Brad Bird, Celine Song and Jason Reitman, who will advise on issues facing theatrical moviegoing, including windows, referring to the number of days films play exclusively in movie theaters before being available to buy or rent at home, and consolidation. "Our industry is strongest when it works together... Read More