Diving Brief:
- Taco Bell is bringing its wedding services to the metaverse after five years of hosting real-world nuptials, according to a statement.
- The fast-food chain is hosting a contest through Sept. 6 where engaged couples can submit an entry form and video detailing their romance, Taco Bell fandom and why they want to get married virtually. Winners will be eligible for a custom event on Decentraland this fall.
- The digital celebration carries typical wedding traditions, such as toasts, dancing and the exchange of vows and rings, while those unable to attend can live stream the gathering. Taco Bell is trying to bring a wacky but surprisingly successful concept to the Metaverse as hybrid experiences become more mainstream in marketing.
Overview of the dive:
Taco Bell raised some eyebrows in 2017 when it started offering wedding services through its flagship Las Vegas Cantina location. The brand has deftly captured the spirit of Sin City – infamous for its impulsive elopements – and has since legally married nearly 800 couples from its “restaurant chapel”.
Now, the Yum Brands channel is trying to translate the concept into the metaverse amid a rush to experiment with the brand on interactive virtual platforms and as more and more dating happens online. Creative agencies Deutsch LA and The Electric Factory worked on the effort.
“In the Age of Love, Taco Bell’s Metaverse Wedding will allow one couple to embark on the journey of what may well be the next evolution of modern love – and we’re proud to lead the charge,” Taco Bell brand chef Sean Tresvant said in a statement.
The marketer selects a winning couple in a contest that asks interested consumers to film a video embracing their passion for each other and Taco Bell, along with an explanation of why the virtual world is the right fit . Contestants only receive one entry per person, but the brand encourages them to post their submissions on Instagram and TikTok to get the #TacoBellMetaverseWeddingContest trending. Social media videos must be linked and uploaded to the contest website.
Unlike actual weddings, which can be prohibitively expensive, metaverse celebrations offer theoretically endless planning possibilities. Taco Bell asks couples to share their ideal walk down the aisle, first dance, attire and menu, as well as choose a notable officiant. An as-yet-unnamed designer will help customize the outfits, while Taco Bell is providing couples and their guests with non-fungible token wearables (NFTs) for their Decentraland avatars. Plus, Taco Bell will stamp the wedding certificate and send the bride and groom their own gift package.
After the ceremony, attendees can explore a virtual iteration of the high-end Cantina store concept for the reception. The space includes a dance floor, a drinks lounge, a photo booth and a “challenging quest”, although further details on the latter are not available. Decentraland is browser-based, which means visitors don’t need to download a separate app to access it.
Taco Bell’s push into wedding services five years ago helped entrench its lifestyle brand image with a cult following. The QSR has dabbled in other over-the-top experiential promotions, such as a hotel takeover that saw bookings complete in less than two minutes in 2019.
The metaverse and other ideas adjacent to Web 3.0 were given more consideration in the playbook. Last year, the brand created a line of taco-themed NFTs that sold out in thirty minutes.
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