Taco Bell Belluminati
Taco Bell has over 20 different items for just a dollar each. How could so much decadence cost just one dollar? Who's really behind this? Is it the Illuminati? Or is it...the Belluminati?
The Belluminati :30
Belluminati Stacker :30
Twitter Teaser Kits
We gave those that preached (tweeted, in this case) about Taco Bell's value menu in the past, exclusive Belluminati kits with a blacklight and a single dollar bill that when illuminated revealed secret messages.
IMGUR
To further push on the connection, we created an over-the-top conspiracy theory linking Taco Bell to the one dollar bill.
IMGUR Comments that are conspicuously positive
Cryptic Reddit Scavenger Hunt
To emphasize that the "Dollar gets you more at Taco Bell," we created a secret web store that only those "in the know" could access. Taco Bell's followers were given three puzzles to solve to get the password to open the web store.
THE FIRST UNLOCK
We posted an image on Twitter with one instruction: look closely at the ONE in the center. Fans that followed the instructions eventually discovered the password hiding somewhere in the bill.
THE SECOND UNLOCK
We posted a video of Washington take a look at the corner of the bill. Could the answer be on your own dollar bill?
THE THIRD UNLOCK
Lastly, we took to Reddit to post another video with Morse Code. It was the highest engagement Taco Bell ever had on Reddit and it almost crashed the site with the sheer number of people trying to guess the password.
Belluminati Web Store Items
Fans that were able to solve the puzzles were given the opportunity to buy exclusive limited-run Belluminati items. Each time store went live, it would sell out every time - in just a matter of minutes.
IMPACT
Tattoos, YouTube conspiracy theorists thinking Taco Bell "secretly" revealed something about the real Illuminati, all the items popping up on eBay, and even a famous country singer let us know his opinion on the matter of good and evil.
PRESS: Adweek, AdAge, Fox News, Business Insider, HuffPost, InfoWars
