Tacos & Touchdowns
The Challenge
Turn Taco Bueno’s partnership with the Dallas Cowboys into something fans would actually engage with.
The Insight
Cowboys fans and Bueno Heads have a lot in common.
Both are fiercely loyal, deeply emotional, and always looking for a reason to celebrate game day. The opportunity wasn’t just sponsorship visibility. It was creating something fans could participate in.
The Approach
We transformed the partnership into a season-long fan engagement platform centered around one simple idea: free tacos after Cowboys wins.
By combining craveable offers, social activations, giveaways, limited-edition merchandise, and co-branded creative, we created a campaign designed to build excitement every week of the season.
What We Created
A fully integrated campaign spanning social, digital, in-store, OOH, promotional merchandise, and game-day activations.
The campaign included custom co-branded creative, limited-edition collector cups, social giveaways featuring the Dallas Cowboys Cheerleaders, and promotional assets designed to keep Taco Bueno top of mind all season long.
The Impact
During the promotion, Taco Bueno locations saw an 11% increase in sales and an 8% increase in traffic following Cowboys wins.
The campaign also generated a 19% average engagement rate, helping turn a sponsorship into a high-performing fan experience that drove both awareness and restaurant traffic.
