Everyone in the United States may be eating Taco Bell for lunch today.
In a strange publicity stunt, Taco Bell promised a free 99- cent taco to everyone in the US if the Mir space station hits a 40 by 40 foot target reading "Free Taco Here!" placed in the South Pacific.
The Russian space station, which weighs approximately 150 tons and has been in orbit for 15 years, has been predicted to reenter Earth's atmosphere and land in the Pacific near Australia late Thursday night or early Friday morning.
If the core of the Mir hits the target (it had not at deadline) and all 275 million citizens of the US take advantage of the deal, then Taco Bell plans to give away nearly $272.8 million dollars in free tacos.
"Taco Bell is capturing the imagination of millions of people as they eagerly await Mir's return to Earth," said Chris Becker, vice-president of brand communications for Taco Bell. "If Mir rings our bell, we will offer a free taco to everyone in the US."
Ever since the announcement of the campaign on Monday, Taco Bell's phone lines have been flooded, along with their website (www.tacobell.com). The website offers a "crash countdown," so customers can have an up-to-the-minute update on Mir's reentry. The site also provides customers with press releases involving the Mir campaign.
In the rare event that the Mir does hit the target, Taco Bell has taken out an insurance policy to assure adequate coverage.
However, assuming customers would purchase other Taco Bell food items while picking up their free taco, the corporation could turn an enormous profit.
According to Lee Harris, Memphis' Taco Bell area manager, 19 corporate owned local Taco Bells are participating in the campaign.
"If (Mir) hits the target, every customer that comes in will get a free taco," Harris said. "We want it to hit. It's a wild idea, but whatever corporate does, we'll go with it."
Taco Bell has been known for pulling bizarre or even false publicity stunts. For instance, on April Fool's Day in 1996, Taco Bell announced it was going to purchase the Liberty Bell and rename it the "Taco Bell."
