Game 1 of the 2015 World Series was not only an extra innings classic, but it also saw MLB sponsor Taco Bell give the whole United States Of America an extra breakfast too.
When Lorenzo Cain stole second in the bottom of the sixth inning of his team’s 5-4 win over the New York Mets he also stole breakfast for all of America.
And he knew it.
Lorenzo Cain, after 5 hours of baseball and a crucial stolen base: "I need my Taco Bell before bed. Who wants Taco Bell? It's on me."
— Gabe Lacques (@GabeLacques) October 28, 2015
The Kansas City Royals centre fielder’s stolen slide brought about the climax of the MLB fast food partner’s ‘Steal a Base, Steal A Breakfast’ promotion and ensured Taco Bell have millions of Americans a free ‘A.M. Crunchwrap’ on Thursday 5 November (between 7am and 11am).
A base has been stolen in the World Series! Grab your free A.M. Crunchwrap on November 5th between 7-11 a.m. Rules: https://t.co/yyutdNEGEA
— Taco Bell (@tacobell) October 28, 2015
The campaign saw TacoBell offer free breakfast to everyone in America if someone, anyone, steals a base during the series between the New York Mets and Kansas City Royals.
As the base was stolen in the first two days, the free breakfast will be offered on 5 November.
(If no player had stolen a base during the first two games, but a base was stolen during Games 3 though 7, then the date of the free A.M. Crunchwrap giveaway would have shifted to Tuesday 10 November to enable Taco Bell to manage the logistics.)
Taco Bell supported the campaign via a multi-platform initiative that spans TV and online advertising.
The initiative was promoted across the brand’s social platforms,
If someone steals a base in the World Series, we're giving away free A.M. Crunchwraps to everyone in America. https://t.co/CJamSAoWyH
— Taco Bell (@tacobell) October 27, 2015
where fans were encouraged to drive the conversation and ‘rally your friends to get behind a stolen base and free breakfast’ by spreading the hashtag #stealabreakfast.
There was also a major PR push and a campaign specific digital site at https://www.tacobell.com/steal-a-breakfast and at www.tacobell.com/steal-a-breakfastbeginning.
The teams themselves also helped amplify the campaign.
If there's a stolen base tonight EVERYONE in America wins a free breakfast from @tacobell https://t.co/jHLHpa0p2a https://t.co/tsAL1bZGrl
— New York Mets (@Mets) October 27, 2015
‘We think there is no better way for us to share in the excitement of the World Series, than to celebrate and reward all of our fellow fans with a free Taco Bell breakfast,’ commented Marisa Thalberg, Chief Brand Engagement Officer, Taco Bell (a subsidiary of Yum! Brands).
‘This year, in partnership with Major League Baseball, we are encouraging the whole country to root for a stolen base in the Series – from either team – because the player who steals that first base will have thereby ‘stolen’ a free breakfast, our A.M. Crunchwrap breakfast sandwich, for all of America.’
‘It’s fun to see Taco Bell bring this promotion back for baseball fans during the World Series,’ added said Noah Garden, MLB Executive Vice President, Business.
‘Our fans have really enjoyed it in the past and I’m sure they will be pulling for another stolen base this year.’
Comment
A neat piece of event-related, in-action activation with a fan reward that has serious reach.
The scale of this activation alone is an impressive feat of marketing – not least because there chances were very high of a base being stolen during the series.
Up until Game 1, the Mets had stolen nine bases and the Royals seven in the 2015 post season.
Taco Bell first began its official partnership with Major League Baseball back in 2004 with an official league sponsorship.
Links:
Taco Bell ‘Steal A Breakfast’ Hub:
https://www.tacobell.com/steal-a-breakfast
Taco Bell Website:
Taco Bell Facebook:
http://bit.ly/TacoBellFacebook
Taco Bell Twitter:
Taco Bell Instagram:
http://bit.ly/TacoBellInstagram
Taco Bell Snapchat:
“TacoBell”
Taco Bell Persicope:
@tacobell
Taco Bell YouTube:
MLB Website:
MLB Twitter:
