Taco Bell is giving people a chance at 30-seconds of fame as part of an online search that uses consumer-generated content with a twist.
The company has teamed up with Gizmoz and MTV to search for three consumers to star as animated characters in an upcoming TV spot.
Customers upload digital photos to TacoBell.com through July 22 to audition for the spot. On the site, visitors customize their photos to bring them to life using the online technology or can choose from the gallery of Gizmoz animated characters. They then record their voice for a 15-second, lip-synched audition explaining why they should be a Taco Bell star.
Users can also send their creation to a friend or post it on a blog, video site or social networking profile or rate other consumer auditions.
“We’re looking for people with creativity, something that will make people stand out,” said Taco Bell spokesman Rob Poetsch.
On Monday, the day the contest began, 10 entries had been submitted.
Taco Bell will judge the auditions based on personality, originality, appeal and expression. The panel will choose three winners, whose likenesses will appear in a commercial for Fourthmeal, the late night meal between dinner and breakfast during the “MTV Video Music Awards” on Sept. 9.
Beyond the TV spot appearance, winners will receive a salary for a day ($3,725 for the lead role and $179.55 for a non-speaking role) and a year’s worth of Taco Bell food.
The TV Me promotion marks the first time Taco Bell is using consumer-generated media as part of its advertising mix. A co-branded spot will air this week on MTV to promote the auditions.
Banner ads and online marketing also support the promotion. Draftfcb will produce the TV spot for Taco Bell.
Network
