Passion Pit has released a documentary produced by Taco Bell as part of the fast food chain’s “Feed the Beat” program. The program supports bands by providing gift cards to help keep them fed while on the road, reports Billboard.
Passion Pit’s “Take a Walk” was featured in a Taco Bell commercial during last year’s MTV Video Music Awards, and the success of the song was celebrated with a sequel at last night’s VMAs with a trailer for Hello Everywhere, a documentary following Passion Pit and L.A. band Wildcat! Wildcat!
The documentary was directed by Sam Jones, who also directed I Am Trying to Break Your Heart: A Film About Wilco. It follows the bands’ journeys to SXSW 2013. The film features additional concert footage filmed by bloggers and others, in addition to help from the band Blondfire. “One of the things Taco Bell has tried to do in order to be more relevant with our fans is really nurture their creative spirit,” says Chris Brandt, Taco Bell’s chief marketing officer.
Hello Everywhere will serve as a launching pad to determine future endeavors for Taco Bell’s “Feed the Beat” program.
“We’ll measure impressions we pick up and to see that we’re heading in the right direction for people to eventually come and buy things from us. Music is a great vehicle for reaching consumers, particularly the millennial consumer, and many bands see the benefit as well. It’s a win-win for everyone,” said Brandt. Hello Everywhere is currently streaming on Vevo.