Taco Bell’s NYC Pop-Up VR Arcade Features Lots of Tacos and a Virtual Shark Attack

New promotion with PlayStation

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Want to experience a virtual shark attack while munching on a Doritos Locos Taco? Taco Bell is making that happen with its pop-up VR arcade in New York this week.

At the arcade in SoHo, which is open Thursday and Friday, visitors can have two virtual reality experiences: a street-luge race and a giant underwater cage in which they narrowly escape an attack by a bloodthirsty shark.

"The future of gaming is here in VR, and we want to give people a chance to experience virtual reality in a way that they haven't before," said Matt Prince, pr and brand engagement manager at Taco Bell. "It's just a really fun space." 

The installation also features Instagram-worthy taco art, a GIF-making station where visitors can create their own shareable, taco-themed GIFs, and free samples of crunchy tacos, Doritos Locos Tacos and cheddar habanero quesaritos.

The arcade is part of a promotion for Taco Bell and Sony PlayStation VR. Today through Oct. 19, customers who purchase a Taco Bell Big Box taco assortment will receive a code to text for a chance to win a Sony PlayStation VR set before they're available in stores. 

@ChristineBirkne christine.birkner@adweek.com Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.