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Taco Bell Commissioner of "Late Night"
Challenge: Leverage Taco Bell's MLB sponsorship in a fun and engaging way while reinforcing their "Open Late" initiative
Solution: Created an integrated promotion offering the chance for one lucky Taco Bell consumer to become Taco Bell's irreverent baseball leader: The "Late Night Commissioner of Baseball." When the Commissioner of Baseball would retire for the day, the Late Night Commissioner of Baseball was there to own the night and take the party to Taco Bell. The campaign included a number of specialty menu items and post-game parties at specific Taco Bell locations throughout the season.
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