To lure new audiences, celebrate their customers and give consumers who use other carriers major FOMO, T-Mobile in partnership with Taco Bell will open “T-MoBell” pop-up stores in three cities in different parts of the country for three days, starting July 23.

The concept pop-ups are a part of the larger mobile carrier’s initiative, called T-Mobile Tuesdays. In support of T-Mobile Tuesdays, T-Mobile and Taco Bell launched a widely successful for both partners (and immediately profitable for Taco Bell) “Taco Tuesdays” brand activation around Super Bowl 2019. The initiative, which is a T-Mobile rewards program, supplies the loyal customers with free tacos, exclusive swag and discounts “Every week. Anytime.” Within the rewards program, T-Mobile shows customer-appreciation with anything from baseball and movie tickets to the trending Stranger Things inspired “Scoops Ahoy’ ice-cream.

For T-Mobile’s partner Taco Bell, the pop-up store brand activation is familiar ground, as it already offers wedding services at some of its Cantina locations and in August, the fast-food giant will invite the guests to its The Bell hotel, which features exclusive merchandise and menu items (very much like the T-MoBell brand activation) and was sold out in two minutes. 

The T-MoBell-goers will be treated to free food, offered limited edition T-MoBell Freeze and mobile swag, as well as meets and greets and Instagrammable moments with celebrities, such as Colton Underwood from “The Bachelor.” The participants will also get a chance to win a $500 Taco Bell gift card which translates into a full year of free tacos. 

Those who want the chance to snack on free tacos for 365 days or win Powerbeats Pro Wireless Earphones, an Ultimate Ears Megaboom 3 speaker and other prizes, don’t have to be physically present in NY, LA or Chicago or even be T-Mobile customers. Anyone can join the mobile company’s social media campaign and follow @TMobile on Twitter for giveaways starting July 23. 

John Legere, T-Mobile’s CEO said in a statement, “When we launched free tacos every week on T-Mobile Tuesdays, had its highest online order day ever and T-Mobile Tuesdays was number one in the App Store. Since then, Un-carrier customers have snagged more than 14 million free tacos from the app! People love tacos. And they love their phones. T-MoBell is the ultimate fusion of those two loves, and we can’t wait to show everyone what we’ve cooked up.”