ESPN partnered with Taco Bell on a campaign called "LiveMas Fans Contest" to engage consumers and drive awareness of sponsored college football student sections. Users were prompted to follow @ESPN or @ESPNcfb on Instagram or Twitter and post a photo showing their school spirit with the hashtags #LiveMasFans and their school hashtag. Winners who attended schools playing in the Rose Bowl, Sugar Bowl, or Championship received two tickets to the respective game. The campaign leveraged the ESPN and Taco Bell partnership through a responsive microsite and social media engagement.

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ESPN & Taco Bell
“LiveMas”
Consumer Engagement
Objectives
• Consumer Engagement
• Leverage Partnership with Taco Bell
• Drive sales and awareness of sponsored student sections
Solution
• Microsite Landing Page, Responsive Design, Tagboard Plug-In Gallery
• In this integrated campaign, ESPN partnered with Taco Bell, and the
HelloWorld team to create the Live Mas Fans Contest.
• During the Promotion Period, consumers were prompted to sign into their
Instagram or Twitter accounts (“Account”). If they did not have an Account,
they could go to www.twitter.com or www.instagram.com to create a free
account.
• Once users were logged into their Account, they followed the links and
instructions to become a follower of @ESPN or @ESPNcfb
• From there, consumers were advised to upload one (1) photo to either
Instagram or Twitter that displays their school spirit and represents their college
football team, including the hashtags #LiveMasFans and a distinguishable or
recognizable hashtag for their school.
• Only eligible Submissions by students of the schools that made it to the Rose
Bowl and Sugar Bowl Playoffs were judged and final winners were determined.
Prizing
• TEN (10) ROSE BOWL PRIZES: Each of the ten (10) winning entrants from the
two (2) schools selected for the Rose Bowl will receive two (2) tickets to the
Rose Bowl.
• TEN (10) SUGAR BOWL PRIZES: Each of the ten (10) winning entrants from
the two (2) schools selected for the Rose Bowl will receive two (2) tickets to the
Sugar Bowl.
• TEN (10) CHAMPIONSHIP PRIZES: Each of the ten (10) winning entrants
whose schools make it to the Championship will receive two (2) tickets to the
Championship.

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