Taco Bell is creating the first student section for the first College Football Playoff.
Dubbed the Live Mas Student Section, Taco Bell will provide undergrads with tickets to see their teams at each of the three final College Football Playoff games.
The move is clearly one to appeal to the chain's core demographic: men in their late teens and early 20s. Taco Bell and the College Football Playoff will offer 3,000 seats -- for 500 students from each of the schools represented at all three games. Once teams are announced, each school will handle ticket distribution. The school' athletic departments will work with Taco Bell and ESPN to select the ticket winners.
Taco Bell and ESPN will also reserve 60 seats -- 10 per school, per game -- for the "most dedicated fans." Current students can enter the most-dedicated fan contest by following @ESPNCFB on Twitter and Instagram and sharing a photo that showcases their school spirit, using the hashtag #livemasfans. Winners will be notified via direct message after the four qualifying schools have been announced for the College Football Playoff, the press release said.
In addition to the social-media effort, the campaign, created by ESPN's in-house creative agency CreativeWorks, features a 30-second spot and a 10-second spot starring college football studio host and broadcaster Rece Davis and featuring the University of Oregon.
Taco Bell has been an official partner of College Football and its Bowl Championship Series since 2006. This deal marks a new multi-year agreement with ESPN and the inaugural College Football Playoff including this year's Rose Bowl,
"The Live Mas Student Section brings one of the most important and impactful elements of football typically reserved for the regular season into the inaugural College Football Playoff," said Chris Brandt, chief marketing officer for Taco Bell, in a statement. "The passionate student fans define what it is to Live Más, especially at playoff games, and we're thrilled to be able to provide such a memorable experience with a Taco Bell twist."