Live Más LIVE
Taco Bell goes viral unveiling a year’s worth of food innovations & iconic partnerships
The Goal
Give global fans an inside look at Taco Bell
In February 2024, Taco Bell set out to create Live Más LIVE, an unforgettable direct-to-fan experience that launched a year’s worth of menu innovations and iconic partnerships at a single live event. Their goal was to give fans a behind-the-scenes look at the Taco Bell test kitchen, reveal the brand's best kept secrets, and celebrate their fandom.
Awards
Grand Ex · Event Marketer Ex Awards
Best Press or Launch Event · Event Marketer Ex Awards
Press
USA Today, Buzzfeed, Fast Company, Complex, Food & Wine, Food Network, Business Insider, Mashed.
Partners
Biite, Uncommon Entertainment, Edelman, Broadcast Management Group, Cyrano Rox
How We Did It
The most talked about digital fan experience of Super Bowl weekend
Live Más LIVE was an exclusive live event staged in Las Vegas on Super Bowl weekend and livestreamed around the world.
To create a premium digital companion for the now viral event, Taco Bell partnered with LCDigital to create a D2C members-only site - livemaslive.com.
LCDigital designed & built the exclusive site using our Flux™️ technology, using modular design to combine claimable offers, exclusive merch drops, a live chat with branded emoji buttons, an augmented-reality photobooth, and buttons driving Taco Bell app downloads all into a single interactive virtual environment.
LML was the first-ever live large-scale eventized announcement of F&B products. Drawing comparisons to E3 or Apple’s quarterly product launches, Taco Bell earned critical acclaim for their fan-centric approach. A key part of this strategy was the use of Flux™️, which gave Taco Bell the tools to create a premium interactive site for their loyal community with exclusive features not available on the Youtube stream.
The Results
press and social engagement
