Taco Bell and Xbox Unite for Promotions

 

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PRESS
RELEASE: APRIL 23, 2001 

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TACO
BELL AND XBOX TEAM UP TO DELIVER MICROSOFT’S LARGEST CONSUMER PROMOTION IN
COMPANY HISTORY

 

Taco
Bell Announced as First Co-Marketing Partner for Xbox

 

REDMOND,
Wash. – April 23, 2001 – Microsoft Corp. today announced that Taco Bell Corp.,
America’s leading Mexican-style, quick-service restaurant chain, has signed on
as the first promotional partner for the launch of the highly anticipated
Microsoft® Xbox™ video game system. The companies plan to combine their
powerhouse brands in a promotional campaign to reach their shared target
audiences across the United States and Canada. Taco Bell will provide
substantial media support that will aggressively publicize Xbox, and the
company will host major in-store promotions to support the Xbox launch.

 

"We
are excited about teaming up with Taco Bell to turn up the volume on the Xbox
excitement during the system’s launch period," said John O’Rourke, vice
president of sales and marketing for Xbox. "Our co-marketing relationship
is based on our commitment to deliver an entertaining, top-of-the-line
promotion to our customers."

 

The
video game console industry is recognized as a hot form of entertainment with
a broadening demographic. Taco Bell will build on the anticipation around Xbox
to connect to its target audience through fun and entertaining vehicles.

 

"We’re
thrilled to team up with Microsoft as a promotional partner for Xbox, one of
the most exciting entertainment products of 2001," said Debbie Myers,
vice president of media, entertainment and licensing for Taco Bell. "Our
energetic brand personality mirrors the edgy Xbox brand, which is already
resonating with our customers."

 

The
marketing alliance between Microsoft and Taco Bell was orchestrated by GMR
Marketing, a recognized leader in music, entertainment and lifestyle
marketing. Taco Bell is the first promotional partner to be announced in a
series of strategic co-marketing relationships that will creatively drive
brand awareness and preference for Xbox.

 

About
Taco Bell

Taco
Bell Corp., a division of Tricon Global Restaurants Inc. (NYSE
"YUM"), is the nation’s leading Mexican-style, quick-service
restaurant chain, serving tacos, burritos, signature Chalupas and Gorditas,
nachos and other specialty items. Taco Bell serves more than 35 million
consumers each week in over 7,200 restaurants nationwide, generating $5.2
billion in systemwide sales. More information is available at http://www.tacobell.com/.

 

About
Xbox

Xbox
(http://www.xbox.com/) is Microsoft’s future-generation video game system that
delivers new and unforeseen gameplay experiences. With more than three times
the graphics performance of the newest generation of game systems, Xbox
unleashes game designers’ creativity to produce games that are challenging,
exhilarating, surprising and fun.

 

About
Microsoft

Founded
in 1975, Microsoft (Nasdaq "MSFT") is the worldwide leader in
software, services and Internet technologies for personal and business
computing. The company offers a wide range of products and services designed
to empower people through great software – any time, any place and on any
device.

 

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Microsoft
and Xbox are either registered trademarks or trademarks of Microsoft Corp. in
the United States and/or other countries.

The
names of actual companies and products mentioned herein may be the trademarks
of their respective owners.

 

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