Taco Bell's Unforgettable Las Vegas Fan Experience for Super Bowl LVIII
Taco Bell presents an immersive Las Vegas fan experience, blending the excitement of a tech conference with a captivating big game atmosphere, offering exclusive previews of innovative products and exciting partnerships set to launch in 2024
Article Brief:
Taco Bell is taking a crack at hosting a tech developer-style conference to announce new products and partnerships coming down the pike in 2024, per a press release.
Join us for Live Más Live in Las Vegas on Feb 9, kicking off the Super Bowl LVIII weekend. The event will be livestreamed from 1 p.m. PT and will feature special offers for QSR’s rewards members. For those attending in person, expect musical performances, celebrity appearances, and a chance to experience new innovations and meet the culinary experts behind our menu. This event is an extension of Taco Bell's efforts to establish itself as a lifestyle brand that fans can engage with both at the drive-thru and in their daily lives.
Article Insight:
Is it possible for a fast food chain to generate the same level of excitement and anticipation as tech developer conferences like Salesforce's Dreamforce and Apple's WWDC, which serve as both vibrant in-person gatherings and platforms for unveiling new products?
Taco Bell aims to impress its biggest fans with the Live Más Live event, offering exclusive access and exciting activities. Taco Bell Rewards Members in the Fire! tier can apply for the event, including hotel accommodations and travel vouchers, as part of the app’s Tuesday Drops on Jan. 16. Top members will also receive an email in January offering another chance to secure a spot. The event will feature meet-and-greets, live performances, and an opportunity to taste test upcoming menu items. This event aligns with Yum Brands marketer’s trend of creating unique experiences, such as the themed hotel and touring drag brunches.
"Live Más LIVE represents a new era for our brand, focusing on transparency, access, and celebrating our loyal fans," said Sean Tresvant, Taco Bell's CEO since January 1st, previously the global chief brand officer. "2024 will be a fresh start for Taco Bell, and we are excited to reveal our plans for this year and beyond."
Taco Bell's announcement coincides with CES, the annual Vegas show where companies showcase their latest technology. Live Más Live also precedes the Super Bowl, setting the stage for a potential major advertising campaign. Super Bowl LVIII will take place at Allegiant Stadium in Vegas on February 11th, marking the city's first time hosting the NFL championship.
Taco Bell made a comeback to Super Bowl advertising in 2022 after a five-year break, and was not part of last year's broadcast. Mtn Dew's Baja Blast, a drink originally launched as an exclusive at Taco Bell and still strongly linked with the restaurant, has been confirmed to have a Super Bowl commercial this year, but it is unclear if it will be co-branded.
Vegas has emerged as a significant location for Taco Bell, hosting the company's flagship Cantina venue, a high-end store concept that hosts events such as branded weddings.
