Toronto's 'Taco Fest' Features a Rideable 'Taco Bull' by Old El Paso
Laura McQuarrie — June 17, 2016 — Marketing
References: thetacofest & marketingmag
'Taco Fest' is an upcoming summer event hosted by Taste Toronto that's set to celebrate all things related to authentic Mexican cuisine—including everything from hot sauce and tequila to tacos. In order to engage an audience of young taco-loving Millennials, Old El Paso is setting up an experiential 'Taco Bull' ride for the food event.
Old El Paso's Taco Bull is like a mechanical bull that's been dressed as a taco and those who dare to take a ride will be rewarded with a free sample of Old El Paso's soft new Tortilla Bowls.
These kind of challenge-based activations have become extremely popular among young consumers who strive to collect experiences over objects and want to prove themselves "worthy" of engaging with their favorite brands.
Old El Paso's Taco Bull is like a mechanical bull that's been dressed as a taco and those who dare to take a ride will be rewarded with a free sample of Old El Paso's soft new Tortilla Bowls.
These kind of challenge-based activations have become extremely popular among young consumers who strive to collect experiences over objects and want to prove themselves "worthy" of engaging with their favorite brands.
Trend Themes
1. Experiential Marketing - The rise of challenge-based activations and experiential marketing is a trend that businesses can leverage to engage young consumers.
2. Authentic Food Events - Events like 'Taco Fest' that celebrate authentic cuisine are becoming an increasingly popular trend, providing an opportunity for businesses to connect with food enthusiasts.
3. Interactive Branding - Brands incorporating interactive elements like the 'Taco Bull' ride by Old El Paso are tapping into a trend that captures the attention of millennials and creates memorable brand experiences.
Industry Implications
1. Food and Beverage - The food and beverage industry can take advantage of the increasing demand for authentic food events and experiential marketing to attract and engage consumers.
2. Entertainment - The entertainment industry can explore incorporating interactive brand activations like the 'Taco Bull' ride to enhance audience engagement and create unique experiences.
3. Marketing and Advertising - Marketing and advertising professionals can focus on developing challenge-based activations and experiential marketing campaigns to connect with younger audiences and differentiate their clients' brands.
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