Taco Bell's latest marketing venture, a pop-up hotel, opened at 10 a.m. Pacific Time on Thursday. The rooms sold out within two minutes.

The resort has been called "The Bell: A Taco Bell Hotel and Resort." It's located in Palm Springs, California.

It's a promotion, of course, and a common tactic for fast-food chains. The pop-up gives the restaurant a chance to set itself apart in a crowded market, where value meals may not be enough. Ideally, they raise brand awareness and create buzz around the brand on social channels.

Or, as Taco Bell executive Jennifer Arnoldt said in a statement: "We're excited to give a peek into Taco Bell's first hotel that is truly Taco Bell luxury at a value as we evolve how fans can celebrate with the brand this summer and beyond."

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