Taco Bell(R) Gets You Behind The Camera Lens Of Sports Illustrated's Famed Swimsuit Issue

Directdaniella.com Takes To The Beach As Si Swimsuit Model Daniella Sarahyba Poses Just For You In A One-of-a-kind Interactive Experience

February 20, 2008 // Franchising.com // Irvine, Calif., - Imagine standing on the shores of an exotic beach, the warm sand beneath your feet while the sun glistens off your back. You are enjoying the sound of the waves crashing behind you, when suddenly a gorgeous supermodel walks up and asks, "Are you my photographer?" Welcome to Taco Bell's Direct Daniella interactive experience.

Taco Bell® has teamed up with Sports Illustrated and 2008 swimsuit model Daniella Sarahyba to create a one-of-a-kind online swimsuit photo shoot, Direct Daniella, where users become the photographer with the exotic Brazilian beauty. Virtual photographers can get behind the lens beginning on Tuesday, February 12, 2008 at www.DirectDaniella.com.

Taco Bell's Direct Daniella Web site, created by Draftfcb Orange County, is supported with an integrated marketing campaign, including print and online advertising, media tour with Daniella Sarahyba and for the first time ever, in-store promotion via Taco Bell's iconic Sauce Packet. The debut coincides with the launch of the 2008 Sports Illustrated Swimsuit Issue. Taco Bell will support its Direct Daniella program with three consecutive pages of print advertisements in the Sports Illustrated Swimsuit Issue, online banners on SI.com, ESPN.com, MTV.com and VH1.com and an integrated public relations media tour. Visitors to the site will "direct" Daniella in their very own online photo shoot, set on the beautiful beaches of Grand Cayman Island. The site will feature several scenes of exclusive footage that visitors will be able to choose from for Daniella's shoot including the model playing volleyball, lying on the beach, and lounging in a hammock. Interactive photographers can tap into their creative side and select different angles and settings to capture the perfect shot of Daniella. The site also allows users to share their photos with friends by sending them a site link or downloading their own images.

"The hotly anticipated Sports Illustrated Swimsuit Issue is a great vehicle to reach our core target, and we wanted to involve them from a unique, personalized perspective," said David Ovens, Chief Marketing Officer, Taco Bell Corp. "Direct Daniella.com is a fun way to engage with our consumers online, getting them inside a swimsuit photo shoot. To grab their attention in-store, we're utilizing more than 208 million limited-edition purple Direct Daniella.com Hot Border Sauce Packets during the promotion, the first time it has been printed without its iconic 'sauce wisdoms'."

About the 2008 Sports Illustrated Swimsuit Issue
A crown jewel of publishing, the Sports Illustrated Swimsuit Issue will be read by more than 70 million people worldwide, with an estimated 249 million page views on SI.com/swimsuit. In addition to its vast U.S. readership, the 2008 SI Swimsuit Issue will be distributed in more than 10 foreign countries including China, Czech Republic, Greece, Mexico, Netherlands, Russia, Slovakia, South Africa, Spain and Taiwan. Since it's debut in 1963, the Swimsuit Issue has become a symbol of American culture and the issue has spawned a line of top selling products including calendars, videos and mobile downloads. The 2008 Sports Illustrated Swimsuit Special premieres on TNT this Saturday, February 16, at 11 p.m. ET.

About Taco Bell Corp.
Taco Bell Corp. ("Taco Bell"), based in Irvine, California, is the nation's leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to a wide variety of Big Bell Value Menu® items. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.

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