DraftFCB And Taco Bell? Yawn.

We recently gave a little nod to Taco Bell and Draft FCB’s recent online contest to get people to upload their avatars with the chance to be cast in a late night commercial in support of the “fourth meal.” We still like this concept of the drunken or post-gaming meal, as well as the avatars for the spot. However, we just took a peak at their new online home for this campaign and we’re disappointed.

Navigating around is a pain. Partly due to the code and defintely due to the art direction, it’s hard to figure out where things are and how to perform simple tasks like scanning your image to create an avatar. The games available to be played are nonsense – rock, paper, scissors anyone? It also looks as though you should be able to challenge other avatars to a game, but every time we’ve been to the site, we’re the only ones walking around. Super unclear. Getting back into the cab after you finish wandering around downtown has also proved to be extremely difficult and we used to be video game testers!

The site also includes a “Taxicab Confessions” section much like the HBO series where visitors can upload their deep, dark secrets. There’s only one up there right now and the embed code isn’t compatible with WordPress. Anyone ever heard of seeding or um, covering your code bases, Draft? And why Draft FCB was selected to create such an intense online world is beyond us. There are plenty of better interactive shops who would have created a slick, culturally relevant and intricate site worth spending time on. Anyway, we’re not into this at all. It’s clunky, confusing and boring as hell.