Live Más Drive-Thru Cam
A camera arch that toured drive-thrus and put fans into Taco Bell's Super Bowl ad. I ran install, live and strike for the LA and Houston stops.
The brief
Taco Bell skipped the celebrities and put its fans in the Super Bowl ad. Fans drove under an arch at a Taco Bell drive-thru, posed with their crew and their food, and got filmstrip-style photos back through the Taco Bell app or by email. With their consent, those photos could appear in the commercial.
The build
A custom metal arch with vinyl detailing, LEDs, several cameras and car-position tracking. It was built to be weatherproof and quick to put up and take down. Testing covered different car sizes, temperatures, lighting and file sizes, so photos reached fans quickly.
The hard part
I joined late, with the tour already planned remotely and no advance visits. I covered install, live operations and strike for the Los Angeles and Houston stops, three days each, and booked the local rentals, including generators and internet, that each site needed. The crew was dialed in, which is what you want when the plan is set and there’s no time to relearn it.
Outcome
More than 3,000 fans drove through across the tour. It earned more than 1,784 pieces of coverage, including Vice, USA Today, AdAge and Fortune, and more than 21.3 billion earned impressions.
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