Brief:

Create a mediagenic livestream event to launch a year’s worth of Taco Bell food innovations and iconic partnerships by giving fans a behind-the-scenes look at the 2024 food menu and strategy that goes into the Taco Bell test kitchen.

Strategy:

Taco Bell created Live Más LIVE - a live fan experience staged in Las Vegas on Super Bowl weekend that would be livestreamed in two places: Youtube and a bespoke interactive website created for Taco Bell Rewards members.

The launch event took a page out of the tech industry’s playbook by hyping a year’s worth of innovation announcements in a single event and combined brand announcements with entertainment and access like never before.

In addition to getting unrestricted access to the top-secret news of what will be rolling out in 2024, Taco Bell Rewards members were given the chance to apply for a ‘front row seat’ to attend the live show IRL where they would be the first to taste the new menu items before anyone else.

Execution:

Live Más LIVE was the creative brainchild of Taco Bell and Biite and was made possible by the collaborative work of the following teams: Biite, Uncommon Entertainment, Edelman, Little Cinema, Cyrano Rox and BMG. Little Cinema directed the live show and created the digital experience on livemaslive.com for Taco Bell Rewards members using our proprietary Flux platform. Fans were driven to the livemaslive.com experience via Taco Bell in-app push notifications and eblasts to the entire Taco Bell Rewards Members list.

The live show included musical performances (Omar Apollo), celebrity appearances (Armani White, Kai Lenny), fan recognition (The Bell Awards) and the opportunity to hear first-hand from the masterminds behind the brand’s biggest and boldest innovations of the year. Little Cinema partnered with Broadcast Management Group to simulcast the broadcast to both livemaslive.com and Taco Bell’s Youtube channel. The livemaslive.com experience featured exclusive offers and merch, buttons driving to Taco Bell app downloads, a live chat with branded emoji buttons, and an augmented-reality photobooth.

The new Taco Bell menu innovations and exciting partnerships went viral across socials (especially the new Cheez-It Crunchwrap Supreme and reinvention of the Chocolate Taco) and media outlets were quick to report on Taco Bell’s 2024 menu, creating buzz and buy intent for the company.