Ever made a late-night run for a Crunchwrap Supreme and wanted to document the experience? Good news, America: That dream has come true.
Taco Bell, which is no stranger to PR stunts, has debuted the Live Mas Drive-Thru Cam, a photo-booth-like experience that transforms the drive-thru into a state for selfies. You’ll drive away not only with your food, but with a digital photo capturing the moment.
It’s part of the long road to the restaurant’s first Super Bowl commercial in three years—and, assuming you give the chain your permission, your drive-thru shot could make it into that ad.
“Every day in our drive-thrus we see moments that are so uniquely ‘our fans’—the moments, the memories, and the energy that makes Taco Bell who we are,” said Taco Bell’s chief marketing officer Taylor Montgomery in a statement. “That’s why, for our return to football’s biggest stage, we’re sidelining the celebrities and turning the camera on the fans.”
The drive-thru cams will show up at select locations throughout the U.S. The first went up yesterday in Los Angeles and will remain there until tomorrow evening at 10:00 p.m. From there, it will head to Middleburg Heights, Ohio; Cookeville, Tenn.; Houston; and Wauchula, Fla. It will stay in each city for three days, wrapping up the tour on Dec. 19.
To take part in the photo shoots, you’ll need to be a Taco Bell Rewards member. Drive up to the drive-thru cam and scan the QR code in the membership program’s app, and the camera will take a half dozen pictures of you and your crew, from both the driver and passenger sides of the vehicle. Two digital photo strips will then be sent to your email.
Taco Bell has been increasingly focused on the drive-thru this year. In July, the company announced plans to bring artificial intelligence to hundreds of drive-thrus around the country.