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Issue Date: Vol. 54, No. 8, August 2014, Posted On: 8/7/2014

Taco Bell Marks Canadian DLT Launch With Whimsical Videogame

Hank Schlesinger
TAGS: video game, Taco Bell Canada, world's most boring videogame, Taco Bell promotion, Cool Ranch Doritos Locos Taco, PepsiCo, Waiting Game, classic arcade-game 8-bit video graphics, gamification of line waiting, Grip Ltd.

TORONTO -- Taco Bell Canada has launched what is claimed to be the world's most boring videogame as a tongue-in-cheek promotion for its new Cool Ranch Doritos Locos Taco. A favorite in the United States since spring of last year, the tasty take on the taco, developed in cooperation with PepsiCo, has been eagerly awaited north of the border.

Appropriately called the Waiting Game, the machine boasts classic arcade-game 8-bit video graphics and gamifies the familiar process of standing in line. Installed on free play outside a downtown Taco Bell restaurant, it invites the player to choose an avatar (low resolution, very pixellated) that politely waits in line while executing such classic line-waiting moves as "check watch," "chew gum" and the always-popular "yawn." The game is fitted with a ticket dispenser to reward patrons for their patience with a coupon that can be redeemed for a Cool Ranch Doritos Locos taco.

Created for Taco Bell by Toronto advertising agency Grip Ltd., the game celebrates Canadians' core strengths of patience and good manners. It has received considerable press, and also has proven to be a hit on social media.

Should the concept catch on, New Yorkers will no doubt find themselves playing a similar game with options that include "Grumble," "Complain," "Instagram Image of Taco," and "Race To Next Trend."

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