The Liv Mas Student Section

Bringing college football’s biggest games to it’s biggest fans

Services: Concept Development, Concept and Campaign Copywriting, Creative Direction

As an official partner of the College Football Playoff, Taco Bell wanted to connect with one of their core demos (college students) in an authentic way. In our research, we found that the students lacked the financial means to cheer on their teams when they needed them most: in the college football playoff. It didn’t feel right that the biggest fans were locked out of the biggest games, so we created the Live Mas Student Section: a massive block of CFP tickets purchased by Taco Bell for the sole purpose of giving them back to students.

Building on our success in years 1-3, we then developed the Live Mas Student Section of the Year – a yearlong program honoring the best student section in all of college football. This allowed us to further engage fans with a season long narrative, celebrity talent and weekly content.