Taco Bell, with the help of Draftfcb Orange County, Calif., is once again thinking “outside the bun” by taking the consumer generated content trend to another level. The Mexican style quick service restaurant chain asked consumers to create their own advatar using Gizmoz.com’s services and submit it to an online audition for a chance to appear in the next Taco Bell commercial, or “advatarsment,” to promote Fourthmeal, its late night meal between dinner and breakfast, premiering during MTV’s Video Music Awards on Sept. 9. At press time, the three virtual consumer actors had been contacted and production of the spot was underway. The auditions are still on view at www.tacobell.gizmoz.com.
Using Gizmoz.com’s photorealistic avatar, consumers auditioned for the Taco Bell TV Me! search by uploading a digital photograph. In less than a minute, their 3D lifelike head and personalized body were automatically created. Consumers then used a microphone to record their own voice for their 15-second, lipsynched audition. Taco Bell TV Me! participants could also view sample Gizmoz 3D animated talking characters as well as other auditions. After submitting their audition, users were able send it to a friend and post their Gizmoz on any blog, video site or social networking profile, as well as rate other auditions. Winning auditions were judged on personality, originality, overall appeal and ability to express oneself.
“We wanted to not just give consumers the opportunity to do a user-generated video or user-generated commercial like we’ve seen so much of, especially during the Super Bowl. Consumer generated is still a one-way street. This campaign for Fourthmeal is a nice opportunity where we actually created a two-way street. We ask the consumer to produce something, they do it and then we continue to work with and interact with them for a period of time,” explained Chris D’Amico, senior VP, group creative director, Draftfcb, Orange County.
He pointed out that in addition to creating a two-way conversation with the winners, a lot of other people are “hanging out” on the website and exploring it and interacting with the brand. “Taco Bell, MTV and Gizmoz are at the forefront of leveraging the power of avatars and user-generated content to enhance the brand experience online and in traditional media,” said Eyal Gever, CEO of Gizmoz. “This leading-edge campaign of self expression and storytelling gives all consumers, regardless of their technical background, the opportunity to demonstrate their individuality and unique style online and potentially star in a major TV commercial during the MTV VMAs with their Gizmoz avatar.”
The TV Me! promotion marks Taco Bell’s first entry into leveraging consumer-generated media advertisements. The promotion is supported by online banner ads, keyword search buys and with a co-branded spot that will air on MTV leading up to the VMAs. “As always, we look to connect with our audience in the ways they consume media that are beyond television,” said Tim Rosta, senior VP, integrated marketing, MTV. “This partnership with Taco Bell and Gizmoz delivers a new twist to our audience’s insatiable appetite for user-generated content, and besides, everyone looks good as an avatar.”
Visual Effects Society Elects 2025 Board of Directors’ Executive Committee
The lineup of officers is set for the Visual Effects Society’s (VES) 2025 Board of Directors. The officers, who comprise the VES Board Executive Committee, were elected at the January 2025 Board meeting. The Officers include Kim Davidson, who was re-elected Board chair, and is the first Board member from outside the United States to hold this role since the Society’s inception.
“It is my privilege to serve as chair of our worldwide community of visual effects artists and innovators,” said Davidson. “Since I joined the Society 18 years ago, I have seen the VES grow from a California-based organization to a global society with 16 regional Sections and members in more than 50 countries. As the first chair elected from outside the U.S., I am representative of our thriving globalization, and I look forward to further championing our expansion worldwide. The leadership on our Board brings enormous commitment, expertise and enthusiasm to their volunteer service and I’m excited about what we can achieve, together.”
“Our Society is fortunate to have strong leadership represented on our Executive Committee,” said Nancy Ward, VES executive director. “I am honored to work alongside these exceptional, dedicated professionals, especially amidst this time of dynamic change. We appreciate their commitment to further advance the Society’s global initiatives and impact.”
The 2025 officers of the VES Board of Directors are:
--Chair: Kim Davidson
--1st Vice Chair: Susan O’Neal
--2nd Vice Chair: David Tanaka, VES
--Secretary: Rita Cahill
--Treasurer: Jeffrey A. Okun, VES
Kim Davidson, Chair
Davidson is the president and CEO of SideFX®, a company he co-founded in 1987. SideFX is... Read More