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When Del Taco goes Toe to Toe with Real Steel, Consumers Score a Knockout

New Sweepstakes Promotion Leverages Film and Microsoft Tag Technology For Free Giveaways, Unique Content and a Kids Meal Program

(Lake Forest, CA) October 10, 2011 – In a new promotion, Del Taco gets in the digital ring with the movie Real Steel and scores a knockout for consumers. The promotion is centered around the film starring Hugh Jackman and features limited edition Macho sized movie-themed cups with 1.6 million unique Real Steel sweepstakes game codes as well as custom Microsoft Tags that connect consumers with digital content and the chance to win every 15 minutes. The promotional cups as well as kids meal premiums are available in all U.S. Del Taco restaurants.

“Real Steel is an upbeat story about second chances and the importance of family, and there couldn’t be a better time than now to share this message and leverage the opportunity to reward our customers in numerous ways,” said John Cappasola, Chief Brand Officer at Del Taco.

The sweepstakes ends on October 11, and features prizes like Xbox 360 with Kinect consoles, Real Steel movie tickets, and $100 Del Taco gift cards. By scanning the on-cup Microsoft Tags with the Free Microsoft Tag application on their smart phone, consumers will be directed to one of four mobile-enabled web sites where they can enter their sweepstakes code, as well as view special video content from the film. Fans of the film can also watch exclusive profiles of the Real Steel characters as well as download free robot wallpapers at www.deltaco.com/realsteelsweepstakes

“Tag technology offers a rich, interactive mobile experience that can be used in an endless number of ways,” says Bill McQuain, director of Tag product management at Microsoft Corp. “We’re excited that Del Taco is creatively using Tag as an integral part of their new promotion centered around Real Steel.”

Del Taco is promoting the sweepstakes online, through Facebook and with in-store merchandising, window clings, standees, exterior signage and speaker wraps. Also included in the promotion is a new Real Steel kids meal program with limited edition collector cards and game cubes, custom food bags and in-store POP displays.

This is Del Taco’s third consecutive promotion using Microsoft Tags, which are 2-D barcodes that link an item to digital experiences on a smartphone. Tags are free to consumers and businesses and users simply need to install the Tag Reader application on their smartphone to begin scanning Tags and unlocking experiences behind the 2D barcode.

Earlier in the summer, Del Taco partnered with GameFly and eMusic to offer free game rental subscriptions and $10 in free music downloads to customers. Both programs utilized the Microsoft Tag technology to connect users with additional content such as video game tips and cheat codes. The GameFly promotion included an online contest that incentivized fans of Del Taco to like the brand’s Facebook page for a chance to win additional prizes such as one-year and six-month subscriptions to Gamefly as well as free Del Taco gift cards.

“These partnerships and programs enable Del Taco to connect more intimately with our customers to deliver value beyond our great food,” Cappasola said. “Our Microsoft Tag promotion is a unique and compelling way to engage with our customers while offering them exciting content and game prizes.”

About Del Taco

At Del Taco, all menu items are made to order using fresh ingredients including freshly grated cheddar cheese, hand-made salsa, slow-cooked lard-free beans and marinated chicken grilled fresh every hour. The menu includes Mexican offerings of tacos, burritos, quesadillas and nachos as well as American favorites like hamburgers, fries and milk shakes. Del Taco also serves breakfast and most restaurants are open 24 hours with a drive thru. Del Taco restaurants serve more than three million customers each week.

Consumers can receive coupons for free food at Del Taco’s Facebook fan page – www.facebook.com/deltaco.

Del Taco has more than 525 restaurants in 17 states.

About Real Steel

A gritty, white-knuckle, action ride set in the near-future where the sport of boxing has gone high-tech, Real Steel stars Hugh Jackman as Charlie Kenton, a washed-up fighter who lost his chance at a title when 2000-pound, 8-foot-tall steel robots took over the ring. Now nothing but a small-time promoter, Charlie earns just enough money piecing together low-end bots from scrap metal to get from one underground boxing venue to the next. When Charlie hits rock bottom, he reluctantly teams up with his estranged son Max (Dakota Goyo) to build and train a championship contender. As the stakes in the brutal, no-holds-barred arena are raised, Charlie and Max, against all odds, get one last shot at a comeback. DreamWorks Pictures presents Real Steel, directed by Shawn Levy, produced by Don Murphy, Susan Montford and Shawn Levy, with a screenplay by John Gatins, story by Dan Gilroy and Jeremy Leven, and based in part on the short story “Steel” by Richard Matheson. Real Steel releases in theaters on October 7, 2011.

publicrelations@deltaco.com