Brands have entered and left the metaverse at lightning speed, creating flashy activations with little for consumers to do or leave with. When Taco Bell explored the metaverse, we knew the activation needed to translate strong Taco Bell equities from the real world into the digital world seamlessly. Our Taco Bell Metaverse Wedding activation brought to life strong fan behaviors with our brand into a digital creation that provided real-world utility to fans and consumers.

Taco Bell hosted a legal wedding in the metaverse! After searching the country for couple submissions, we found the perfect couple—Amruta and Sheel. Their love seeped out of our screens and we knew they were the perfect match for the out-of-this-world Taco Bell Metaverse Wedding. Amruta and Sheel got married in Decentraland with their friends’ and family’s avatars witnessing along with a private livestream on YouTube.

For Taco Bell’s entry into the metaverse, translating the brand’s real-world equities into digital creativity was key. One thing Taco Bell fans love more than tacos is love. Couples spend special moments at Taco Bell, including first dates, hot sauce packet proposals, and even engagement photo shoots in and outside of Taco Bell. Because Taco Bell created a wedding chapel at their Vegas Cantina, we knew this was the perfect equity to translate into the metaverse in order to create a legally binding metaverse wedding.

Taco Bell serves a general market and has always targeted the youth within this audience—millennials and Gen Z. For this campaign, this was the key target audience as well, with a special focus on Taco Bell fans that cared about the metaverse and digital activations that the brand has done in the past, including NFTacoBell, a NFT project we launched in 2021.

The entire wedding took place live in Decentraland. We announced the event across Twitter, Instagram, TikTok, Facebook, Discord, and Reddit. Kal Penn, the emcee, shared it to Instagram and Twitter. And the wedding was streamed live on Twitch from the perspective of one of the guests, LEGIQN. All viewers got to enjoy the couple’s vows, which were sealed with the very first kiss emote!

The event concluded with a huge reception that included a nacho cheese fountain, Baja Blast drink station, Cinnabon Delights cake, bouquet toss game, and floating dance floor full of Taco Bell sauce packet dancers. The event was out of this world and truly something made of metaverse dreams.

The ceremony was only accessible to invited guests in Decentraland, but the reception was open to anyone who wanted to join in multiple realms.

The Taco Bell Metaverse Wedding received over 3 million social impressions on owned and partner channels. These impressions had an overall net sentiment of 75%, confirming that we made a positive connection to our fanbase. Additionally, we were able to authentically engage with our South Asian/Indian fanbase through influencer partnerships and continue to develop a meaningful relationship with this subset of our brand. This activation set the foundation for Taco Bell to continue to bring our real-world equities into the digital world.