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Taco Bell channels Willy Wonka

Everyone who read Charlie and the Chocolate Factory dreamed of winning Willy Wonka’s Golden Ticket – the hallowed entry into Wonka’s magical, albeit slightly creepy, domain and a lifetime supply of chocolate.

Now Taco Bell has taken a leaf from Wonka’s book and created its own version of the Golden Ticket, except with tacos.

Taco time

The fast food giant has launched the Everlasting Dollars campaign, a  massive activation that involves 11 “Everlasting Dollar” bills being released across the United States.

The prize for the person that finds one of the bills? A lifetime supply of food from Taco Bell.

Burrito buzz

The 11 bills are designed to promoted the 11 items in Taco Bell’s Dollar Cravings Menu.

Over 11 days the serial numbers of the vaunted bills will be announced via video in a new US city. These videos will then by pushed out on social platforms including Facebook, Twitter, YouTube, Snapchat and Vine.

Want to know the chances of winning a lifetime supply of burritos and beans? One in 2.4 billion, according to Taco Bell.

Social salsa

The campaign, developed with agency Deutsch, is the latest from Taco Bell as it looks for innovative ways to reach the lucrative (and fickle) youth demographic.

One could argue whether a lifetime supply of high-calorie food is a blessing or a curse, but either way the campaign has tongues wagging. If not salivating.

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