IRVINE, Calif.--(BUSINESS WIRE)--

Virtual reality is one of the hottest gifts this holiday season -- and Taco Bell knows hot. That’s why Taco Bell is teaming up with Sony Interactive Entertainment to give away PlayStation®VR before it’s available in stores.

This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20160915005243/en/

Taco Bell is teaming up with Sony Interactive Entertainment to give away PlayStation®VR before it’s available in stores. (Photo: Business Wire)

Beginning September 15, each Taco Bell® Big Box will include a unique code for consumers to text in for a chance to be one of the first to win a PlayStation®VR headset. The Taco Bell Big Box includes the new Cheddar Habanero Quesarito, a Doritos® Locos Taco, a Crunchy Taco and a medium fountain drink. Boxes will be available during the promotion from Sept. 15 to Oct. 19 at participating Taco Bell locations while supplies last.

What better way to kick off the virtual reality promotion of the season than with a real life Taco Bell pop-up in New York City, the Taco Bell VR Arcade? The pop-up, located at 79 Greene Street in New York’s SoHo neighborhood, will run from Thursday, Sept. 15 to Friday, Sept. 16. From 11 a.m. to 5 p.m. Taco Bell and VR fans can demo PlayStation®VR, several launch games and, of course, enjoy delicious Taco Bell food.

“Taco Bell is a brand that lives at the intersection of food and culture, and that is why we’re particularly excited to be giving people the chance to be among the first to access the hottest tech this season with PlayStation®VR -- along with our limited edition spicy Quesarito $5 box. It's two exclusives brought together,” said Marisa Thalberg, chief marketing officer at Taco Bell. “For those in the New York City area, we invite you to visit our Taco Bell VR Arcade to get a taste of the experience.”

Taco Bell’s PlayStation®VR promotion marks the fourth time the company has teamed up with Sony Interactive Entertainment for a PlayStation®-themed giveaway, following last year’s Limited Edition Gold PS4® Bundle.

“We’re thrilled with the early response to PlayStation®VR and can’t wait for more people to experience the future of gaming,” said Eric Lempel, senior vice president, marketing at Sony Interactive Entertainment America. “After the success of our past Taco Bell giveaways, we’re excited to partner with them to reward fans with an opportunity to win PlayStation®VR before it’s available in stores on October 13.”

Some winners will begin receiving their prize bundles on October 11, 2016, two days before PlayStation®VR is available in stores. Prize bundles will include a PlayStation®VR headset, a PlayStation Camera, two PlayStation Move motion controllers and a $40 PlayStation®Store credit that can be used towards a game of the winner’s choice.

No purchase necessary to enter or win. Void where prohibited. Promotion begins at 12:01 AM (ET) on Sept. 15, 2016, and ends at 11:59:59 PM (ET) on Oct. 19, 2016. Open to legal residents of the 50 United States and D.C. (excluding Hawaii) who are at least 18 years of age. See Official Rules at www.tacobell.com/winpsvr for details on how to enter, free method of entry, prize details, restrictions and terms and conditions of participation. Message and data rates may apply for each text message sent and received. Check wireless plans for details.

*A potential winner will be notified on an average of every 15 minutes during the promotion.

About Taco Bell Corp.

Taco Bell Corp., a subsidiary of Yum! Brands, Inc. (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant (QSR) brand. From breakfast to late night, Taco Bell serves made-to-order and customizable tacos and burritos, among other craveable choices, and is the first QSR restaurant to offer American Vegetarian Association (AVA)-certified menu items. Taco Bell and its more than 350 franchise organizations proudly serve over 42 million customers each week through nearly 7,000 restaurants across the nation, as well as through its mobile, desktop and delivery ordering services. Overseas, Taco Bell has over 250 restaurants, with plans to add 2,000 more restaurants internationally within the next decade. The brand encourages its fans to “Live Mas” and connects with them through sports, gaming and new music via its Feed The Beat® music program. Taco Bell also provides education opportunities and serves the community through its nonprofit organization, the Taco Bell® Foundation™, and connects fans with their passions through programs such as the Live Mas Scholarship program. In 2016, Taco Bell was named as one of Fast Company’s Top 10 Most Innovative Companies in the World.

Like: Facebook.com/tacobell -- Follow: @TacoBell (Twitter), tacobell (Instagram) and tacobell (Snapchat) -- Subscribe: YouTube.com/tacobell -- Explore: ta.co

View source version on businesswire.com: http://www.businesswire.com/news/home/20160915005243/en/