Win or lose, Taco Bell has a taco for you

Taco Bell Rewards members can earn tacos, rewards and exclusive merchandise through the new L.O.C.O.S. in-app game during the World Cup.

Taco Bell is giving soccer fans a new way to celebrate wins, or cope with losses during the World Cup with the launch of L.O.C.O.S., short for Loss or Celebration Outcome Support.

Available through July 13, the promotion lets Taco Bell Rewards members play the L.O.C.O.S. game in the Taco Bell app while following the tournament. Players can choose either "celebration" or "loss" mode based on how their favorite team performs and unlock a taco with purchase on their first play, earn rewards and complete weekly challenges for a chance to win exclusive L.O.C.O.S. merchandise.

"Fandom has a way of making every moment feel bigger — the wins feel sweeter, the stakes feel higher — and Taco Bell has always been there to support those moments," said Taylor Montgomery, Taco Bell's global chief brand officer, in a press release. "L.O.C.O.S. takes an existing fan behavior and builds a global platform around it, giving Taco Bell a bold new way to show up for fans in moments they care about most."

The promotion also includes L.O.C.O.S. Score Tacos in the United States, the United Kingdom, Australia, Canada, Brazil and Spain.

"No matter where you are in the world, fandoms may look different, but the feelings are universal: celebration, disappointment, loyalty and the need for a taco when the moment calls for it," said Amy Durini, Taco Bell International's chief marketing and strategy officer, in a press release. "As L.O.C.O.S. comes to life internationally in select markets, Taco Bell is showing up for fans around the world in ways that feel true to each local fandom, recognizing the passion, traditions and shared experiences that make them so unique and powerful."

Taco Bell said the campaign is the first phase of the L.O.C.O.S. platform, with additional promotions planned around future sporting events.

During the challenge period, Taco Bell Rewards members can earn in-game stars by playing the L.O.C.O.S. game. For each leaderboard period, the 100 players with the highest star totals will be eligible to receive a L.O.C.O.S. scarf.

Eligible winners will receive an email with instructions to claim the prize. Claims must be submitted by 11:59 p.m. PT on July 28. Winners are limited to one scarf per leaderboard period.

Fans can participate through the Taco Bell app and follow updates on Taco Bell's social media channels.