Taco Bell Wraps Food With QR Codes and MTV

Taco Bell's burrito and gordita meal boxes and large soda cups will come adorned with a QR code until Aug. 28 in a co-branded deal with MTV's Video Music Awards (VMAs). If smart phone users scan the code, they'll be taken to a mobile site with exclusive content from music artists Wallpaper and Chiddy Bang, including performance videos and interviews.

The campaign also includes a sweepstakes called "VMAs Hook-Up," which will run on Taco Bell's Facebook page. Viewers who "like" the brand on the page will be entered into the chance to win accommodations for two in terms of the following: VMA pre-show tickets, tickets to the actual event, airline fare, hotel, and $400 in Taco Bell gift cards. The two-day sweepstakes begins on Aug. 15.

Draftfcb handled creative for the initiative dubbed "Big Box Remixed", which includes TV ads. The VMAs will take place at the Nokia Theatre in Los Angeles on Aug. 28.