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 — without feeling like just another promotion.

To turn local traffic into loyal customers, Taco Bell and the Cleveland Browns looked to create a 6-week "Spin-to-Win" gamification campaign that seamlessly blended digital engagement with real-world rewards and community pride.

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
• 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
• Local ad buy during NBC Sunday Night Football featuring the prize wheel in action
• TV feature on Browns Countdown

Campaign Performance:

• 284K+ total spins, highlighting repeat participation
• 75.3K+ sponsor opt-ins added to Taco Bell’s customer database
• 65K+ total leads captured
• 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.