Sony Computer Entertainment America and Taco Bell Give Fans the Chance to Win PlayStation®Vita Before You Can Buy It, One Awarded for Every 15 Minutes

FOSTER CITY, Calif., Jan. 11, 2012 /PRNewswire/ -- Sony Computer Entertainment America LLC. (SCEA) and Taco Bell Corp. today announced a new "Unlock the Box" promotion to give away one PlayStation® Vita (PS Vita) portable entertainment system for every 15 minutes to consumers beginning January 26, 2012. Fans will have the chance to win a PS Vita before it becomes available in U.S. stores on February 22, 2012, exclusively through Taco Bell.

"This partnership is the perfect way to deliver PS Vita's game changing technology directly to our passionate fans in the weeks leading up to launch," said Guy Longworth senior vice president of marketing and PlayStation Network at Sony Computer Entertainment America LLC. "We know anticipation around PS Vita in the U.S. is reaching a fever pitch, and we're happy to be working with Taco Bell to give away one PS Vita for every fifteen minutes, ensuring thousands of gamers get their hands on the revolutionary entertainment system before it becomes available in stores."

At participating Taco Bell locations from January 26 through March 11, 2012, Taco Bell and PlayStation fans can "Unlock the Box" for a chance to win a PS Vita. Codes found on Taco Bell's specially marked $5 Buck Box – which includes a Cheesy Gordita Crunch, Crunchy Taco, Burrito Supreme® and medium fountain drink – can be entered online for an instant chance to win a PS Vita prize pack. Prize packs include one PS Vita 3G/Wi-Fi model, one Little Deviants game, one 4GB PS Vita Memory Card, and a choice of one of the following games: ModNation Racers: Road Trip, LittleBigPlanet or MLB 12 The Show*.

Consumers can win a PS Vita through a total of three different ways. In addition to "Unlock the Box," fans can win through Taco Bell's mobile app by battling their friends on Reality Fighters™ Dojo, an exclusive augmented reality game experience set on the $5 Buck Box. The third opportunity is by entering an online contest that will encourage users to boast about what they'd be willing to do for a PS Vita. Consumer videos and images that are submitted will be placed in an online gallery where viewers can vote for the winners.

"Taco Bell has always been a brand of firsts and we wanted to kick off the year with an innovative combination – our great food, PlayStation's cool new technology and multiple ways to play and win," said Brian Niccol, Chief Marketing and Innovation Officer at Taco Bell Corp. "We have an incredibly engaged customer fan base and we are excited to leverage this partnership and help them become early adopters."

PS Vita will launch in the U.S. on February 22, 2012 and be available at major retailers for $249.99 (MSRP) for the Wi-Fi model and $299.99 (MSRP) for the 3G/Wi-Fi model. The PS Vita system will offer unparalleled interactive entertainment anytime and anywhere, bringing consumers new ways to play through its stunning 5-inch OLED multi-touch screen and rear touch pad, dual analog sticks, six-axis motion sensing system, and dual cameras. With nearly 100 games currently in production from first and third party studios including "Sound Shapes™," "wipEout® 2048," "Resistance: Burning Skies™," "UNCHARTED: Golden Abyss™," Ubisoft's "Assassin's Creed," EA SPORTS 'FIFA,' Activision's 'Call of Duty®', and many more, PS Vita is poised to deliver gameplay experiences unmatched by any handheld or mobile device on the market.

*Select software titles will be shipped at launch and may not be available at time of win.

No Purchase Necessary to Enter or Win. Game begins at 12:01 AM (ET) on 1/26/12 and ends at 11:59 PM (ET) on 3/11/12. Void Where Prohibited. Game open to legal residents of the 50 United States or D.C. who are 18 or older (19 in Al or NE). For one (1) free Code by mail, while supplies last, send self-addressed stamped business size (#10) envelope to: Taco Bell® Big Box Request, P.O. Box 9319, Medford, NY 11763-9319, postmarked by 3/1/12 and received 3/5/12. Subject to Official Rules at http://unlock.tacobell.com.

About Sony Computer Entertainment America LLC

Sony Computer Entertainment America LLC continues to redefine the entertainment lifestyle with its PlayStation® and PS one® game console, the PlayStation®2 computer entertainment system, the PSP® (PlayStation®Portable) handheld entertainment system, the PlayStation®Vita (PS Vita) portable entertainment system the ground-breaking PlayStation®3 (PS3™) computer entertainment system and its online and network services the PlayStation®Network and PlayStation®Store. Recognized as the undisputed industry leader, Sony Computer Entertainment America LLC markets the PlayStation® family of products and develops, publishes, markets and distributes software for the PS one, PlayStation®2, PSP, PS Vita and PS3 systems for the North American market. Based in Foster City, Calif., Sony Computer Entertainment America LLC serves as headquarters for all North American operations.

PlayStation is a registered trademark of Sony Computer Entertainment Inc.

About Taco Bell Corp.:

Taco Bell Corp. ("Taco Bell"), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, XXL Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.

SOURCE Sony Computer Entertainment America LLC.; Taco Bell Corp.