To bring fans deeper into the secret society we created a Belluminati store where fans could score opulent swag and gear for just one dollar. We dropped cryptic Morse code puzzles on Reddit and fans went crazy solving the puzzles to decode the passwords.


We created content that reinforced the connection between Taco Bell and the dollar bill. And like all good conspiracies, ours contained numerology, historical references, and logic that made absolutely zero sense. The majority of people who saw the post had no idea it was an ad until the very end.