NCM Media Networks was chosen by Taco Bell for the launch of its new Cool Ranch Doritos® Locos Tacos (DLT) cinema campaign. The new spot is the first QSR (quick-serve restaurant) 3D spot in cinema industry history, and is a new component of the brand’s largest marketing campaign to date.

The spot premiered on the big screen in NCM’s FirstLook 3D pre-show program on more than 8,000 3D screens in movie theaters nationwide on March 8. A 2D version of the campaign will also run in FirstLook across NCM’s full cinema network of more than 19,300 screens.
 
The 3D and 2D cinema spots, created by Draftfcb, feature a Doritos chip spinning and exploding, and pieces of chip and seasoning flying out as it morphs into the Cool Ranch DLT Supreme, declaring, “If you loved the original, wait until you eat the sequel.”
 
The Cool Ranch DLT launch is the first campaign that is part of the brand’s new comprehensive cinema advertising strategy. Taco Bell has made a 2013 cinema upfront commitment with NCM to make the best strategic use of the big screen on a consistent basis to amplify the brand’s key promotions throughout the year.
 
“NCM is America’s number-one reach network on weekends, so it is the perfect way for Taco Bell to reach their target adult 18-34 audiences while they are enjoying a night out at the movies,” said Cliff Marks, president of sales and marketing with NCM Media Networks.