Taco Bell franchise owners in the Cleveland area were looking to drive measurable growth in both in-store foot traffic and combo meal sales while strengthening local brand engagement. In a competitive QSR market, the challenge was creating a campaign that could resonate with the local community, encourage repeat visits, and deliver trackable results.

To turn local traffic into loyal customers, Taco Bell and the Cleveland Browns looked to create a dynamic "Spin-To-Win" prize wheel to instantly reward Browns fans with exciting prizes.

At the core of the experience was a mobile-based prize wheel that fans could access by scanning QR codes printed on Taco Bell boxes in-store. Every day brought a new chance to spin, win, and engage — with a mix of daily instant prizes and a grand prize of two club-level Cleveland Browns tickets, incentivizing repeat participation and frequent visits.

The campaign was promoted through an integrated media strategy featuring:

• QR codes on Taco Bell packaging for immediate access
• Taco Bell offers tied directly to participation
• Local ad buy during NBC Sunday Night Football featuring the prize wheel in action
• Cleveland Browns branding and prizing to anchor local relevance
• ROS banner ads on ClevelandBrowns.com (desktop and mobile)
• Mobile app interstitials and push notifications via the Browns app
• Pre-, in-, and post-game radio spots across the Cleveland market
• High-impact billboard placement
• TV feature on Browns Countdown

Campaign Performance:

• 300K+ total plays, highlighting repeat participation
• 75K+ sponsor opt-ins added to Taco Bell’s customer database
• 2.5X sales lift in combo meal purchases

By aligning gamified digital experiences with local culture, sports fandom, and in-store activation, Taco Bell and the Browns created a high-performing campaign that:

• Drove immediate sales of high-margin combo meals
• Captured first-party data for future marketing
• Built stronger local brand affinity with Cleveland Browns fans
• Set the foundation for future omnichannel QSR engagement campaigns

This digital play now serves as a model for franchise owners looking to blend community connection, digital interactivity, and real-world rewards to drive sustainable revenue growth.