LADYDRAGON.COM - Taco Bell Partners With Microsoft to Give Consumers a Chance to Win a Free Xbox Before It Hits Retail Shelves

Monday October 15, 2001

Taco Bell Partners With Microsoft to Give Consumers a Chance to Win a Free Xbox Before It Hits Retail Shelves; More Than 6,700 Taco Bell Restaurants Will Each Give Away an Xbox

Taco Bell Product Placement in Four Xbox Video Game Titles

As fans and game players anxiously await the arrival of Xbox(TM) on Nov. 15, Taco Bell(R) today unveiled details of its promotional partnership with Microsoft(R) to launch the future-generation video game system.

Taco Bell announced an extensive national sweepstakes program that awards more than 6,700 consumers across the country with an Xbox system, a game controller and a video game title.

"Taco Bell is leading the much-anticipated introduction with an unprecedented sweepstakes promotion that gives consumers an opportunity to win a free Xbox before they can even buy it on retail shelves," said Debbie Myers, vice president of media services, entertainment & licensing, Taco Bell Corp.

"Xbox appeals to Taco Bell consumers who are also avid gamers seeking adventure and excitement," said Myers.

More than 6,700 Taco Bell locations in the United States and Puerto Rico will give away an Xbox system, a game controller and a video game title to one consumer in every restaurant. Entering to win is simple. Customers making a purchase at participating Taco Bell restaurants Oct. 18-28 will receive a "Win It Before You Can Buy It" sweepstakes ticket.

Consumers then go online at www.xbox.com and enter their sweepstakes ticket number into a random drawing for an Xbox and one video game.

"The great thing about this promotion is that it gives thousands of lucky gamers the ultimate holiday gift -- an Xbox," said John O'Rourke, director of sales and marketing for Xbox. "Taco Bell is a terrific partner with tremendous reach. Together we're going to make a lot of gamers extremely happy."

Additionally, consumers can win an Xbox when Taco Bell invites them to play the "Scratch 'Til You Win" instant-win game beginning Oct. 29 through Nov. 25. Consumers receive one game piece with the purchase of the new Chicken Quesadilla, or a medium or large drink.

Instant-win prizes include Xbox systems with four video games each, a car, various cash awards, a ski trip, $25,000 shopping sprees at Best Buy, electronics, Taco Bell(R) food and more.

No purchase is necessary to enter the "Win It Before You Can Buy It" sweepstakes or to play the "Scratch 'Til You Win" game. A free alternate means of entry will be available for those consumers who do not wish to make a purchase.

Taco Bell will have in-game product placement in four video game titles being released with the Xbox system. Billboards, banners and recreated storefronts featuring the Taco Bell logo will be prominently displayed in various scenes throughout the numerous sports-oriented titles including "Project Gotham Racing," "NFL Fever 2002," "Amped," from Microsoft and "Tony Hawk's Pro Skater 2x," from Activision.

Taco Bell is supporting the promotion with prime-time network television, radio, print and online advertising. Two new 30-second commercials, created by Foote, Cone & Belding, will begin airing on Oct. 18 and will explain how customers will have an opportunity to win an Xbox. The commercials will also integrate the recently introduced Chicken Quesadilla.

Additionally, Taco Bell will participate in the national launch of Xbox with visibility in local marketing events at various venues on the Xbox cross-country tour.

    About Taco Bell

    Taco Bell Corp., a subsidiary of Tricon Global Restaurants Inc. (NYSE:YUM), is the nation's leading Mexican-style quick-service restaurant chain serving tacos, burritos, signature Chalupas and Gorditas, nachos and other specialty items. Taco Bell serves more than 35 million consumers each week in nearly 6,700 restaurants in the United States.
    In 2000, Taco Bell generated $5.1 billion in systemwide sales. Those hungry for more information can visit www.tacobell.com.

    About Xbox

    Xbox (www.xbox.com) is Microsoft's future-generation video game system that delivers the most powerful games experiences ever. Xbox empowers game artists by giving them the technology to fulfill their creative visions as never before, creating games that blur the lines between fantasy and reality.
    Xbox will be available in North America on Nov. 15, 2001 at the suggested retail price of $299.99. Reseller prices may vary.

    About Microsoft

    Founded in 1975, Microsoft (Nasdaq:MSFT) is the worldwide leader in software, services and Internet technologies for personal and business computing. The company offers a wide range of products and services designed to empower people through great software -- any time, any place and on any device.