Challenge
Each year, Taco Bell provides an exclusive stage-side experience for 500 students during the College Football Playoff (CFP) National Championship game day event, Championship Tailgate. Taco Bell’s objective was to create an elevated fan experience at the Live Más Student Section, offering unique and engaging elements to connect with their core audience: college students.
Taco Bell sought to transform the tailgating experience by adding activations like branded entertainment, social media-friendly moments, and a fun environment to immerse the audience in the brand’s values and the excitement of game day. The challenge was not only to create an unforgettable experience for the students but to ensure brand exposure through live TV broadcasts and other media coverage.
Vision
Taco Bell envisioned an energetic and immersive environment that aligned with its “Live Más” mantra. The goal was to bring excitement to the fans with interactive elements like photo ops, games, food, and charging stations, while building a positive association with the Taco Bell brand.
The Live Más Student Section needed to stand out at the CFP Tailgate with branded visuals that would appear well on TV and social media, while offering experiences that resonated with the students in attendance.
Star Solution
Taco Bell partnered with Etzel and Star to design, install, and manage an interactive and visually engaging experience at the Live Más Student Section. Star’s team led the project from start to finish, handling creative design, fabrication, and installation of multiple branded elements, including:
Iconic Photo Ops: Life-sized Taco Bell sauce packets served as the centerpiece for fun, shareable moments.
Custom Branded Setup: A 15’ wide, 20’ tall branded entry truss and branded tents and table covers helped to create a distinct, visually cohesive experience.
Interactive Games: Tailgate games and a custom scarf wall displayed past game scarves, adding a nostalgic touch and fan engagement.
Food and Beverage: Taco Bell food trucks offered free food and beverages, giving students a VIP experience.
Entertainment and Comfort: Outdoor gas heaters, branded high-top tables with charging stations, and seating areas were provided to ensure a comfortable, inviting space.
The setup was designed to highlight Taco Bell’s playful and bold branding, with an emphasis on creating memorable moments that students would want to capture and share.
Impact
The Taco Bell Live Más Student Section was a huge success at the Championship Tailgate, receiving positive feedback from both students and event organizers. Some of the key highlights include:
Increased Social Media Engagement: The branded photo ops and immersive environment encouraged students to share their experience online, extending Taco Bell’s reach.
Positive Client and Media Feedback: Taco Bell was thrilled with the quality and execution of the event, while ESPN noted that the setup “looked great on TV.”
Smooth Execution: The entire event was executed on time, and the installation was praised for its efficiency and attention to detail.
Overall, the activation was well-attended, creating a fun and memorable experience for all involved.
Conclusion
The partnership between Taco Bell and Star helped elevate the Live Más Student Section at the CFP National Championship. By blending interactive elements, branded visuals, and engaging experiences, Star transformed Taco Bell’s vision into a reality, creating an activation that was not only memorable but also aligned with the brand’s mission to inspire fans to “Live Más.”
