Big Bang Lands National Promotion

$10 Mil. Project for Taco Bell a ‘Big Deal’ for Small Seattle Shop
LOS ANGELES-Taco Bell has tapped a small Seattle boutique to create a national $10 million promotional campaign.
Big Bang Idea Engineering launched the promotion, a tie-in with video game maker Nintendo, last week. It features national TV, radio and print ads.
“This is a big deal for us,” said Rob Bagot, Big Bang’s chairman and creative director. “It’s our first effort for these large, national advertisers and our first-ever national TV spot.”
Taco Bell’s creative agency, TBWA Chiat/Day in Venice, Calif., could not handle the promotional campaign, according to Taco Bell representative Laurie Gannon, due to the agency’s relationship with Nintendo competitor Sony PlayStation. TBWA C/D executives familiar with Big Bang’s youth-targeted work recommended the shop to Taco Bell, Bagot said.
The promotion, titled “Nintendo score 64 and win,” seeks to draw gamers to Taco Bell and create interest in the Nintendo 64 gaming system during the holiday buying season. Taco Bell is giving away 2,000 Nintendo game systems, as well as menu items and cash. The grand prize is a 1998 Porsche Boxster. The promotion runs through Dec. 21.
A 30-second TV spot, which began airing last week, shows computer-generated Nintendo characters Mario and Donkey Kong go-cart racing. Falling behind, Donkey Kong throws a banana peel in front of Mario’s vehicle, sending him into a spin that lands him at a Taco Bell drive-thru. He picks up a soft drink at the window and peels off a label that shows he’s won the Porsche Boxster. In his new sports car, Mario zips past Donkey Kong to win the race.
The two-year-old shop, with 14 employees and $25 million in billings, counts among its clients water ski manufacturer O’Brien International, Brooks Sports, Click Imports and PC game maker Sierra On-line.
The computer-generated graphics for the TV spot were produced at Digital Domain in Venice, Calif.