Taco Bell is teaming up with Sony to combine the power of tacos and virtual reality in a joint marketing campaign. The two companies set up a pop-up arcade in New York City this week to promote the upcoming PlayStation VR headset along with its own products. Visitors are invited to try out two fun VR experiences, escaping a shark tank or riding on a luge, make custom taco GIFs at a DIY station, and sample various Taco Bell products for free.
There’s also a taco truck outside the pop-up serving visitors cheddar habanero quesaritos, a limited-time product from Taco Bell. Starting Thursday, Taco Bell diners that purchase a $5 Big Box meal will receive a code to enter a sweepstakes for a chance to win one of over 3,300 Sony PlayStation VR headsets, which will go on sale on Oct. 13.
What Brands Need To Do
Taco Bell has a history of partnering with Sony for this type of joint marketing effort. Sony even created a limited-edition gold version of the PS4 that was only available through Taco Bell. This new campaign enlists the immersive power of VR to deliver a fun, engaging experience for consumers while also promoting their products. As VR technology continues to mature, they are becoming a popular choice for experiential marketing. Brands should consider striking mutually beneficial partnerships to create memorable experiences for customers.
The Lab currently has four VR headsets — an Oculus Rift, an HTC Vive, and two Samsung Gear VRs — ready for demos. Virtual reality is something that has to be experienced to be understood, so come by the Lab and ask for a VR demo to get a hands-on experience and figure out how your brand can use it to excite and engage with consumers.
Header image courtesy of Taco Bell’s Promotional Video