Fast food chain Taco Bell has begun a summer promotion called "Supreme" in association with Microsoft's XBox Live video game service. During the initiative, Taco Bell consumers will receive points that can be redeemed with XBox Live for various prizes. As part of the cross-promotion, consumers can add branded virtual items to their online avatars and share virtual burritos via XBox Live. The promotion is being supported with television, digital and in-store advertising, as well as social media activities. The campaign was developed by Grip, with media buying conducted by MediaCom.