For year three of Modelo’s College Football campaign, the brand is introducing fans to The Recruiter. He’s on a mission to find the most passionate Full-Time Fans, so he can reward them with ice cold Modelo and college football prizes. He’s on your TV, on your social feed, in your favorite sports bar, and at some of college football’s biggest games—encouraging the fans who go the biggest, to go even bigger.

For those who leave it all off the field

Famously Effective

Modelo ignited cultural value by leaning into college football’s most passionate fanbase, and giving them a reason to love the sport even more. The TV, OLV, and social media work honored Full-Time Fans and their wild acts of devotion. But the brand didn’t stop there. The Recruiter also partnered with college football legend, Reggie Bush for a series of season-long activations, game appearances, and sweepstakes. The two searched for Full-Time Fans, and rewarded them with awesome prizes, like Modelo tailgating gear, including grills and portable speakers, team apparel, game tickets, bar takeovers and watch parties, travel packages, and tickets to the National Championship. The Recruiter helped turn die-hard college football fans into die-hard Modelo fans.