Whether fans are celebrating a big World Cup victory or trying to cope with a heartbreaking loss, Taco Bell says it has them covered with free tacos.

The fast-food chain has launched L.O.C.O.S., short for Loss Or Celebration Outcome Support, an “emotional support taco” campaign timed to this summer’s FIFA Club World Cup.

The promotion runs through July 13 and is available to Taco Bell Rewards members through the Taco Bell app.

Fans can select either Celebration Mode or Support Mode, depending on how they’re feeling after a match, then complete in-app challenges to earn rewards. The first time users play the game, they’ll unlock a free taco with a qualifying purchase, and they can continue participating in weekly challenges for additional rewards and exclusive merchandise.

Several wrapped Taco Bell tacos featuring L.O.C.O.S. promotional stickers for the chain’s World Cup-themed “emotional support taco” campaign.
Taco Bell’s new L.O.C.O.S. (Loss Or Celebration Outcome Support) campaign offers rewards members free tacos and other prizes during the FIFA Club World Cup through July 13. (Taco Bell)
Taco Bell says the campaign is meant to embrace the emotional highs and lows that come with sports fandom.

“Fandom has a way of making every moment feel bigger — the wins feel sweeter, the stakes feel higher, and Taco Bell has always been there to support those moments,” Taylor Montgomery, Taco Bell’s global chief brand officer, said in a statement.As part of the campaign, Taco Bell is also hosting fan activations in Los Angeles and New York featuring free tacos, interactive experiences and giveaways.

The company says L.O.C.O.S. is designed to continue beyond this summer’s tournament, showing up during future sports rivalries and other major cultural moments when fans may need a little emotional support… and a taco.

Source https://ktla.com/news/consumer-business/taco-bell-offering-free-emotional-support-tacos-for-world-cup-fans/