has set up a two-day pop-up VR arcade at 79 Greene St. in New York
to promote the push. The SoHo space has a bit of a
club-meets-arcade vibe. One of the new Sony VR headsets, not on
sale until Oct. 13, is housed under glass. Visitors can get a sense
of how they will work at a handful of VR stations, where they can
put on headsets to see what it is like to be in a shark tank or on
a luge, for example. On the way out, they can stop by a taco truck
to try the limited-time cheddar habanero quesarito.
"VR is going to be one of the hottest gift items this
holiday and so it's obviously going to be hard to get and we want
people to know that Taco Bell is one of the first places that you
can get it," spokesman Rob Poetsch said from California, as the
finishing touches were being put on the Taco Bell VR arcade in New
does not come with either of the new Sony Playstation consoles. It
includes the VR headset, camera, controllers and a $40 gift card
for a game of the winner's choice.
is reaching out to its Facebook followers in the New York City area
about the two-day pop-up arcade. It also has 30-second and
15-second TV commercials promoting the giveaway and the new
quesarito flavor. The campaign includes gaming-related partners
such as IGN and Twitch, Mr. Poetsch said.
This is the fourth time Taco Bell and Sony have teamed up
on a promotion. Taco Bell promoted the handheld PlayStation
Vita in 2012, followed by two PlayStation 4 promotions including a
limited-edition gold version that was only available through Taco
Deutsch is Taco Bell's lead creative agency.
Edelman, Octagon, Digitas and Spark also worked on this