Taco Bell’s Latest Marketing Feat? A Pop-up VR Arcade in SoHo

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By: The Drum

For two days, New York’s SoHo neighborhood, which is perhaps best known for prohibitively expensive real estate housing exclusive boutiques from prohibitively expensive designers, will host a VR pop-up from Taco Bell.

That’s right: The QSR brand is jumping on both the VR and pop-up bandwagons with the Taco Bell VR Arcade. And it’s not just nostalgia for a bygone era that has inspired the initiative, as is the case in, say, Chicago’s Saved By the Bell pop-up. Rather, the Taco Bell VR Arcade marks the extension of Taco Bell’s relationship with Sony Interactive Entertainment as they partner to release PlayStation VR, the virtual reality headset for PS4, to Taco Bell fans prior to its release to the general public on October 13.

Taco Bell said potential winners will be notified on an average of every 15 minutes during a related month-long promotion, meaning the brand will give away over 3000 headsets.

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