Taco bell pairs with sports illustrated for sexy online campaign

The political campaign, created by Draftfcb Orange County, includes a new Web site called DirectDaniella.com. The site characteristic interactive videos of 2008 athletics Illustrated bathing suit model Daniella Sarahyba presented in several Grand caiman Island scene.

Using their mouse to control the imposter camera, users can snap photograph of Sarahyba as she talks to the photographic camera, plays volleyball game, reclines, poses, amble, nearly gets bit by a parrot, and does other stuff in her two-piece. The photograph can then be downloaded or sent to friends.

"We truly kind of tap into your own creativeness," said Taco Bell Corp. Spokesman Will Bortz. He said the site effort to simulate what it would be like "if you had a opportunity to shoot one of these bathing suit models."

Online video ads promoting the directly Daniella site are being run on MTV.com, VH1.com, ESPN.com and SI.com, said Bortz. It is also being promoted by a three-page ad in the just-released 2008 Sports Illustrated Swimsuit Issue, and on more than 208 1000000 "limited edition" Taco Bell Hot Border Sauce packets. According to Taco Bell, this is the first time the sauce packets have been printed without their "iconic" blurbs of "sauce wisdom."

Bortz said Draftfcb Orange County will keep tabs on the success of the political campaign, gathering data about how many people check out the site, how long they stay, and more. The political campaign will run for three calendar month, he added.

"It's truly about acquiring people engaged in your brand in a fun way," said Bortz. He noted Taco Bell's customer base is split equally between men and women, with most male client falling into the 18- to 34-year-old range, prime targets of SI's popular swimsuit issue.

Indeed, the company figures fellows in that demographic will get a kick out of fantasizing that they've encountered the Brazilian beauty who assumes they are her pro photographer.

"What we wanted to do is tailor some content that get's people inside, behind the camera of the swimsuit issue," said Bortz.