By Rick Griffin
Irvine-based Taco Bell, for the seventh year in a row, is bringing back its “Steal a Base, Steal a Taco” giveaway promotion for the 2019 World Series, which begins Tuesday, Oct. 22.
Once the first base is stolen in the World Series, Taco Bell will announce the redemption day and time when fans can receive a free Nacho Cheese Doritos Locos taco at participating Taco Bell locations. “Heroes aren’t born, they’re made,” says the announcer during Taco Bell’s 15-second TV commercial. The spot includes players for the Los Angeles Dodgers and New York Yankees, two teams not playing in this year’s World Series.
Last year, Taco Bell selected Nov. 1, between 2 and 6 p.m., for the giveaway after Boston Red Sox right fielder Mookie Betts stole second base in the first inning of Game 1 in the World Series.
This year, the fast-food restaurant chain has announced it has added a gambling twist in a partnership with BetMGM. Sports and taco fans alike at MGM Sportsbooks can bet real money on who they think will be the first successful base stealer, an honor Taco Bell has dubbed “Taco Hero.” Betting began Oct. 14 in New Jersey, Mississippi and Nevada. Bets also can be placed via the BetMGM App in New Jersey and the PlayMGM App in Nevada.
“When it comes to the World Series, rooting for that first stolen base and rejoicing for free tacos has really become the game within the game. So, teaming up with BetMGM to give fans a whole new way to participate in ‘Steal A Base, Steal A Taco’ felt like a natural extension for us,” said Will Bortz, director of brand partnerships and sponsorships at Taco Bell. “We can’t wait to see fans engage with the program like never before and, of course, we’re excited to see if their predictions come true.”
Power Digital Marketing of San Diego Acquires Factorial Digital
Power Digital Marketing, with offices in Old Town, has announced its acquisition of Factorial Digital, with offices in New York City, and Charleston, South Carolina. Financial terms of the deal were not disclosed. The combined company with 110 employees will be called Power Digital Marketing.
“Power Digital and Factorial were made from the same DNA with a commitment to drive results, challenge the status quo and deliver stellar customer service as an extension of our clients’ teams,” said Grayson Lafrenz, CEO, Power Digital. “Factorial is a partner we have known for years and what excites me most is the reputation that Factorial has established for itself, which can be largely attributed to its leaders’ and team’s ability to drive results. I know this partnership will be a huge win for us all, and most importantly, for our teams and clients.”
Corey Eulas, Factorial co-founder and CEO, and Sasha Dagayev, Factorial co-founder and COO, will now serve as Power Digital’s chief strategy officer and executive vice president, respectively, according to the announcement.
“To win in today’s landscape, brands need to think and act across the entire spectrum of digital marketing tactics,” said Eulas, who is based in South Carolina. “This partnership makes that kind of holistic strategy and execution possible. We’re naturally expanding beyond our traditional focus areas, serving as a seamless extension of our clients’ teams, and delivering real, measurable value.”
Factorial was founded in 2015. Power Digital Marketing was founded in 2012.
In January 2019, Power Digital secured an investment from Periscope Equity LLC, a Chicago-based private equity firm focused on investments in technology-enabled business services companies. The investment gave Power Digital the resources to accelerate investments in its technology platform, hire world-class marketers and leaders to drive organic growth, drive product innovation, and support strategic add-on acquisitions, such as Factorial, the firm said.
“I am thrilled that Corey, Sasha and the rest of the Factorial team are now a part of the Power Digital family,” said John Findlay, partner, Periscope Equity. “Factorial has built an impressive agency and SEO offering that aligns perfectly with Power Digital’s M&A strategy of acquiring complementary agencies that offer a subset of our broad digital offerings, work with high growth challenger brands and have core values alignment. Given this shared vision and strategy, this partnership will positively impact our culture, partners and customers.”
A Power Digital spokesperson said negotiations are underway for additional mergers and acquisitions, including some San Diego-based firms.
The One Club Promotes ‘Fearless Creativity’
The One Club for Creativity San Diego will host “Fearless Creativity: Solving Brand Challenges at the Intersection of Commerce and Culture,” a presentation from two executives with the San Diego-based Grizzly creative agency. Speaking will be Nate Spees, CEO, and Greg Gibson, COO, from 4 p.m. to 6:30 p.m., on Thursday, Oct. 24, at the Grizzly offices, 3861 Front St.
Spees was recently named one of the “12 Most Important People in Design Right Now” by Hatch Magazine. At Grizzly, he oversees creative and storytelling practices of venture-backed startups. He has worked in the past with Microsoft, Qualcomm, Marriott, WeWork, Hilton and Xbox.
Gibson, a native San Diegan, is an organizer of Creative Mornings, a networking group featuring presentations from branding experts, and co-founder of The San Diego Creative Foundation. He has worked on such accounts as Microsoft, Nestle, Hilton and Scripps Research.
Admission is free for One Club members, $40 per person for nonmembers and $15 for students. The presentation is part of The One Club’s ongoing “Inspire” seminar series.
Media Groups Present Mental Health for Journalists
Six San Diego news media groups and Point Loma Nazarene University are jointly presenting a panel discussion on mental health and self-care for journalists starting at 7 p.m. on Tuesday, Oct. 22, at PLNU’s Colt Hall, 3900 Lomaland Dr. Admission is free, but registration is requested.
Panel members include: Pauline Repard, a reporter covering legal affairs, crime and public safety news for the San Diego Union-Tribune; Rachel Moore, a former U-T copy editor, now a psychotherapist; Tammy McCoy-Arballo, a psychologist; and Wayne Beach, director of the Center for Communication, Health, and the Public Good, at San Diego State University.
The participating media groups include San Diego chapters of the Society of Professional Journalists, Association of Black Journalists, Asian American Journalists Association, National Association of Hispanic Journalists, San Diego Press Club and National Academy of Television Arts & Sciences, Pacific Southwest Chapter. Event sponsor is the Point Loma Nazarene University’s Department of Literature, Journalism, Writing and Languages.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.
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