The time Taco Bell tried to catch a falling satellite.
Imagine this.
It’s March 19th, 2001. You hear from the news that the Russian space agency will deorbit a decommissioned space station.
Then, in the same breath, the very serious news anchor says: “Taco Bell is offering a free taco to everyone in the United States if the core of the Mir space station hits a floating Taco Bell Target in the South Pacific.”
Background on the Mir Space Station.
The Mir space station (meaning Peace or world in Russian) was once the largest artificial satellite in Earth’s orbit and the longest continuously inhabited space station. The International Space Station has surpassed both records.
From 1986 to 2001, the Mir Space Station sat on the cutting edge of space colonization.
All good things must come crashing down to Earth.
In 2001, Rosaviakosmos (the Russian Aviation and Space Agency) deemed Mir too costly to continue.
If left alone, the 150-ton station would have decayed uncontrollably, potentially crashing into a populated area. So Rosaviakosmos set it on a controlled deorbit to a remote area of the Pacific Ocean.
Then Taco Bell got word.
On the same exact day Rosaviakosmos announced their plans, Taco Bell published their press release.
“Taco Bell is offering a free taco to everyone in the United States if the core of the Mir space station hits a floating Taco Bell Target placed in the South Pacific.”
They acted fast to maximize news coverage, and I think it shows in their floating target. Taco Bell launched a 40ft by 40ft raft off the coast of Australia. The Taco Bell Logo, surrounded by a target and the words “Free Taco Here,” floated 10 miles off the coast of Australia.
The next four days marked intense news coverage for the Mir Space Station— and, by association, Taco Bell. Taco Bell even took out a $10 million insurance policy if it did hit, and they would have to give everyone a free taco.
Did Mir hit the Taco Bell Target?
Not even close. It landed closer to Chile than it did to Australia. However, Taco offered a “consolation” prize to every American—two tacos for 99 cents.
Why did this promotion work?
As you might have suspected, the two tacos for 99 cents were the real promotion. Even though it was a controlled deorbit, the chances of Mir hitting Taco Bell’s tiny raft were infinitesimally small.
However, the average person did not know that. This is a great example of the curiosity gap. Simply put, the curiosity gap is the difference between what we know and what we don’t know. However, writers and marketers ignite our curiosity by withholding information.
As you read this story, did you ever think, will it hit? That’s the curiosity gap in action. I could have told you it wouldn’t in the beginning, but you wouldn’t have read on, would you?
I suspect Taco Bell took out the $10 million insurance policy to make their claim seem more plausible.
The other psychological effect Taco Bell used was the Von Restorff effect. We’re more likely to remember odd things that stand out. Which one are you more likely to remember? Two tacos for 99 cents? Or the time Taco Bell tried to catch a falling satellite.