Patience pays: Taco Bell plays the waiting game

23.07.2014 Taco Bell : Frustration Marketing : Toronto
The Waiting Game by Taco Bell

Toronto – Canadians have been waiting patiently since 2012 for the Taco Bell Cool Ranch Dos Locos Taco, a taco made with a Doritos Cool Ranch taco shell, to make its way north of the border.

To celebrate its arrival, Taco Bell worked with advertising agency Grip Limited to create an arcade game, The Waiting Game, which was installed outside a Taco Bell location. The 8-bit game may be the most boring branded game ever. As the name suggests, it is a game of waiting. Players wait in line, tap their foot and look at their watch as the queue moves forward. Should players be patient enough to make it to the front of the line, their patience is rewarded with a coupon for a free Taco Bell Cool Ranch DLT.

We can’t help but wonder if the people at Grip Limited saw the video game that had a similar, if more violent, premise, where players wait in line and must punch themselves to stay awake. Either way, the game was a clever bit of Frustration Marketing using the carrot-and-stick approach and where frustration pays off in the end.

You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
Discover Our Memberships Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more