Taco Bell and Xbox Team Up to Deliver Microsoft's Largest Consumer Promotion in Company History

Taco Bell Announced as First Co-Marketing Partner for Xbox



Apr 23, 2001, 01:00 ET from Microsoft Corp.

    REDMOND, Wash., April 23 /PRNewswire Interactive News Release/ --
 Microsoft Corp. (Nasdaq:   MSFT) today announced that Taco Bell Corp., America's
 leading Mexican-style, quick-service restaurant chain, has signed on as the
 first promotional partner for the launch of the highly anticipated
 Microsoft(R) Xbox(TM) video game system. The companies plan to combine their
 powerhouse brands in a promotional campaign to reach their shared target
 audiences across the United States and Canada. Taco Bell will provide
 substantial media support that will aggressively publicize Xbox, and the
 company will host major in-store promotions to support the Xbox launch.
     "We are excited about teaming up with Taco Bell to turn up the volume on
 the Xbox excitement during the system's launch period," said John O'Rourke,
 director of marketing and sales for Xbox. "Our co-marketing relationship is
 based on our commitment to deliver an entertaining, top-of-the-line promotion
 to our customers."
     The video game console industry is recognized as a hot form of
 entertainment with a broadening demographic. Taco Bell will build on the
 anticipation around Xbox to connect to its target audience through fun and
 entertaining vehicles.
     "We're thrilled to team up with Microsoft as a promotional partner for
 Xbox, one of the most exciting entertainment products of 2001," said Debbie
 Myers, vice president of media, entertainment and licensing for Taco Bell.
 "Our energetic brand personality mirrors the edgy Xbox brand, which is already
 resonating with our customers."
     The marketing alliance between Microsoft and Taco Bell was orchestrated by
 GMR Marketing, a recognized leader in music, entertainment and lifestyle
 marketing. Taco Bell is the first promotional partner to be announced in a
 series of strategic co-marketing relationships that will creatively drive
 brand awareness and preference for Xbox.
 
     About Taco Bell
     Taco Bell Corp., a division of Tricon Global Restaurants Inc. (NYSE:   YUM),
 is the nation's leading Mexican-style, quick-service restaurant chain, serving
 tacos, burritos, signature Chalupas and Gorditas, nachos and other specialty
 items. Taco Bell serves more than 35 million consumers each week in over
 7,200 restaurants nationwide, generating $5.2 billion in systemwide sales.
 More information is available at http://www.tacobell.com/.
 
     About Xbox
     Xbox (http://www.xbox.com/) is Microsoft's future-generation video game
 system that delivers new and unforeseen gameplay experiences. With more than
 three times the graphics performance of the newest generation of game systems,
 Xbox unleashes game designers' creativity to produce games that are
 challenging, exhilarating, surprising and fun.
 
     About Microsoft
     Founded in 1975, Microsoft is the worldwide leader in software, services
 and Internet technologies for personal and business computing. The company
 offers a wide range of products and services designed to empower people
 through great software -- any time, any place and on any device.
     NOTE:  Microsoft and Xbox are either registered trademarks or trademarks
 of Microsoft Corp. in the United States and/or other countries.
     The names of actual companies and products mentioned herein may be the
 trademarks of their respective owners.
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X78519465
 
 

SOURCE Microsoft Corp.
    REDMOND, Wash., April 23 /PRNewswire Interactive News Release/ --
 Microsoft Corp. (Nasdaq:   MSFT) today announced that Taco Bell Corp., America's
 leading Mexican-style, quick-service restaurant chain, has signed on as the
 first promotional partner for the launch of the highly anticipated
 Microsoft(R) Xbox(TM) video game system. The companies plan to combine their
 powerhouse brands in a promotional campaign to reach their shared target
 audiences across the United States and Canada. Taco Bell will provide
 substantial media support that will aggressively publicize Xbox, and the
 company will host major in-store promotions to support the Xbox launch.
     "We are excited about teaming up with Taco Bell to turn up the volume on
 the Xbox excitement during the system's launch period," said John O'Rourke,
 director of marketing and sales for Xbox. "Our co-marketing relationship is
 based on our commitment to deliver an entertaining, top-of-the-line promotion
 to our customers."
     The video game console industry is recognized as a hot form of
 entertainment with a broadening demographic. Taco Bell will build on the
 anticipation around Xbox to connect to its target audience through fun and
 entertaining vehicles.
     "We're thrilled to team up with Microsoft as a promotional partner for
 Xbox, one of the most exciting entertainment products of 2001," said Debbie
 Myers, vice president of media, entertainment and licensing for Taco Bell.
 "Our energetic brand personality mirrors the edgy Xbox brand, which is already
 resonating with our customers."
     The marketing alliance between Microsoft and Taco Bell was orchestrated by
 GMR Marketing, a recognized leader in music, entertainment and lifestyle
 marketing. Taco Bell is the first promotional partner to be announced in a
 series of strategic co-marketing relationships that will creatively drive
 brand awareness and preference for Xbox.
 
     About Taco Bell
     Taco Bell Corp., a division of Tricon Global Restaurants Inc. (NYSE:   YUM),
 is the nation's leading Mexican-style, quick-service restaurant chain, serving
 tacos, burritos, signature Chalupas and Gorditas, nachos and other specialty
 items. Taco Bell serves more than 35 million consumers each week in over
 7,200 restaurants nationwide, generating $5.2 billion in systemwide sales.
 More information is available at http://www.tacobell.com/.
 
     About Xbox
     Xbox (http://www.xbox.com/) is Microsoft's future-generation video game
 system that delivers new and unforeseen gameplay experiences. With more than
 three times the graphics performance of the newest generation of game systems,
 Xbox unleashes game designers' creativity to produce games that are
 challenging, exhilarating, surprising and fun.
 
     About Microsoft
     Founded in 1975, Microsoft is the worldwide leader in software, services
 and Internet technologies for personal and business computing. The company
 offers a wide range of products and services designed to empower people
 through great software -- any time, any place and on any device.
     NOTE:  Microsoft and Xbox are either registered trademarks or trademarks
 of Microsoft Corp. in the United States and/or other countries.
     The names of actual companies and products mentioned herein may be the
 trademarks of their respective owners.
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X78519465
 
 SOURCE  Microsoft Corp.

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