To advertise its Fiery DLT, Taco Bell turned to sexy firefighter calendars for inspiration and created its own fun version. Taco Bell asked twelve taco fans to star as pinups in each month of this downloadable firefighter calendar. Half steamy, half hilarious, the calendar features ordinary people in full firefighter costumes, posed with hoses, fire trucks, helmets, axes and tacos.
The purveyor of Mexican fast food is known for some outrageous fan engagement campaigns. One stunt promised free tacos for life to fans of the DLT (which stands for Doritos Locos Taco) who completed extreme challenges, like getting a taco tattoo.
These firefighter calendars are a great way to create engagement with the DLT campaign, leveraging the social media networks of the models involved. The calendar itself, shot by Toronto photographer Matt Barnes, is visually exciting and hunger-inducing.