The 'Live Más Scholarship' Does Not Target Athletes or Scholars
Katherine Pendrill — January 20, 2016 — Marketing
References: livemasscholarship & fastcocreate
This past New Year's Eve Taco Bell officially launched its Live Más Scholarship. If the idea of a fast food chain offering a college scholarship isn't strange enough, the company also emphasized that the money would not go towards the two most common sources of educational funding: athletics and academics.
The Live Más Scholarship is a unique program designed to help those whose talents fall outside the realm of athletics and academics. There are 220 scholarships in total and they range in value from $2,000 to $25,000. The scholarships will be awarded to deserving recipients based on a 2 minute video that details the individual's life and their passions. The idea is to reward the creators and innovators of the future with the funds they need to make their dreams a reality.
The educational initiative not only helps students pay for school, but it also helps Taco Bell expand its brand identity.
The Live Más Scholarship is a unique program designed to help those whose talents fall outside the realm of athletics and academics. There are 220 scholarships in total and they range in value from $2,000 to $25,000. The scholarships will be awarded to deserving recipients based on a 2 minute video that details the individual's life and their passions. The idea is to reward the creators and innovators of the future with the funds they need to make their dreams a reality.
The educational initiative not only helps students pay for school, but it also helps Taco Bell expand its brand identity.
Trend Themes
1. Alternative Scholarships - Exploring scholarship opportunities that target talents outside of athletics and academics can disrupt traditional funding models.
2. Video-based Evaluations - Utilizing video submissions for scholarship applications can provide a more comprehensive assessment of applicants' passions and potential.
3. Expanding Brand Identity - Creating educational initiatives can help businesses expand their brand identity and connect with new audiences.
Industry Implications
1. Fast Food - Fast food chains can explore alternative ways to engage with their target audience and support their educational aspirations.
2. Education - The education industry can adapt and offer innovative scholarship programs that recognize talents beyond traditional academic and athletic achievements.
3. Marketing - Developing educational initiatives can be a strategic marketing move for businesses looking to enhance brand perception and connect with consumers on a deeper level.
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