Queues are almost as much a part of the big concert experience as the show itself. When a global artist lands in a city, hundreds of fans arrive hours, and even days, before the doors open to secure a privileged position in front of the stage. That reality, also amplified by social networks and by an increasingly visible fan culture, is the starting point of the new Taco Bell campaign together with Fuego Camina Conmigo on the occasion of the Bad Bunny concerts in Madrid.

The action takes as reference one of the most recognizable visual elements associated with the recent universe of the Puerto Rican artist: the plastic chairs that have starred in part of the iconography of his latest work and his communication. In Taco Bell’s campaign pieces, these chairs appear reinterpreted in the brand’s characteristic purple color and placed in front of the Riyadh Air Metropolitano, becoming an immediate metaphor for waiting and occupying space in the queue.

The restaurant chain’s proposal seeks to resolve a common situation among those who attend this type of event in advance: the difficulty of momentarily leaving the line without risking losing the place obtained after hours of waiting.

under the message “If you go to the concerts, we have two news for you”On May 30, Taco Bell will launch an in-person activation coinciding with the first of the ten concerts that Bad Bunny will offer in Madrid. Along the stadium access queue there will be a team of “Spot Keepers” in charge of temporarily saving the position of those attendees who place an order for the brand.
After making their purchase, fans will have up to 30 minutes to go eat while one of these representatives holds their place in line. The menu associated with the promotion will include a cheese, potatoes and a drink.

The initiative thus converts the fear of losing a privileged position after several hours of waiting into an opportunity to make a brand and transforms it into a tangible service that connects directly with the context of the event and the real needs of the attendees.

In addition, between May 30 and June 15, all people who have attended one of the Puerto Rican singer’s concerts will be able to present their ticket to obtain a 40% discount on a Taco Bell menu at any of the chain’s restaurants in Spain.