Taco Bell Live Más LIVE 2024 - Reinventing the Brand Launch Experience on the Biggest Weekend in Sports
Agency Partner: Creative Agency Partner | Role: Executive Producer – Driss Sekkat, Founder & CEO, All Access Media
For Live Más LIVE 2024, Taco Bell set out to transform a traditional product announcement into a cultural event. Held during Super Bowl weekend in Las Vegas, the experience combined a live
keynote, entertainment, product reveals, celebrity appearances, and broadcast-quality production to engage fans, media, and franchise partners in a completely new way.
Serving as Executive Producer, we led the live production creative strategy and execution, overseeing format and show delivery in partnership with the creative agency.
The result was an immersive brand experience that redefined how quick-service restaurants launch products and engage audiences.
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The Challenge
Create a premium live event that felt less like a corporate announcement and more like a globally recognized technology keynote—delivering a seamless experience for attendees while generating maximum earned media and social conversation during one of the most competitive weekends on the marketing calendar.
The Scope of Work
- Executive Production
- Live Show Production
- Show Calling & Run of Show
- Creative Development
The Results
The event became one of Taco Bell’s most successful brand launches and earned widespread recognition across the marketing and events industry.
Impact:
- 7+ billion earned media impressions
- 600+ media placements across national and trade publications
- Successfully executed during Super Bowl LVIII weekend in Las Vegas
- Positioned Taco Bell’s product announcements as a premium live entertainment experience
- Generated significant social engagement and extensive press coverage
Industry Recognition:
- Webby Award Nominee (2024)
- Widely recognized as the first major QSR keynote-style product launch, bringing an Apple-inspired product reveal format to the quick-service restaurant industry.
- Featured by leading industry publications including Event Marketer as a benchmark for experiential brand marketing and live event innovation
