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The fast food chain began adding the codes to its packaging late last month thanks to a deal with Scanbuy. When activated, the codes -- available on a large fountain drink or a Big Box Remixed order -- unlock exclusive footage related to Taco Bell's sponsorship of MTV's Video Music Awards.
The content includes videos from musicians chosen by MTV. One new artist will be added every week until the program concludes September 4. Consumers who don't have a QR code reader app can access the content by going to m.mtv.com/tacobell.