IRVINE Calif. Taco Bell has tied in to the release of Sports Illustrated’s swimsuit issue with a microsite that allows visitors to become virtual photographers and shoot pictures of model Daniella Sarahyba.
The site, www.directdaniella.com, is part of an integrated campaign that includes print and online advertising, a media tour and an in-store promotion on Taco Bell’s sauce packets. Visitors to the website can direct a photo shoot with Sarahyba as she plays volleyball, lies on a beach and lounges in a hammock.
Draftfcb Orange County created the site, which also promotes Taco Bell’s new Fiesta Platters.
To support the Direct Daniella promotion, Taco Bell is running three consecutive pages of ads in the swimsuit issue and online banners on the websites of Sports Illustrated, ESPN, MTV and VH1.
The promotion targets Taco Bell’s core customer base of young males and is “a fun way to engage with our consumers online,” said chief marketing officer David Ovens.