Pepsi Scales a Sponsorship with Hyped for Halftime
Long before Katy Perry rode in on a larger than life tiger puppet, Pepsi was making sure fans could hear its Super Bowl Halftime Show sponsorship roar. (See what we did there?) To drive unprecedented excitement for one of the most highly anticipated events of the year, and seamlessly tie the Pepsi brand to it, Pepsi launched its second-annual Hyped For Halftime in late 2014. This ownable proprietary platform was a foundational program that allowed Pepsi to bring the magic of halftime to unexpected places and times across America.
The launch began on Thanksgiving with a massive concert experience featuring multiplatinum country artist Blake Shelton. He performed for more than 3,000 military veterans on the deck of the USS Lexington in Corpus Christi, Texas. The event was captured by renowned director Samuel Bayer and transformed into both a 60-second TV commercial airing during the biggest game of the holiday lineup, as well as a two-minute digital content piece to help kick off a string of Hyped For Halftime experiences leading up to the big game.
Among larger consumer-driven moments was the national Hype Your Hometown program that encouraged thousands of fans to upload photos and videos showcasing their own over-the-top hype for a chance to bring a once-in-a-lifetime halftime show to their neck of the woods. In the end, Rochester, NY, took home the prize, playing host to Nico & Vinz on a giant outdoor stage downtown with more than 7,500 in attendance.
Once in Phoenix for the big game, Pepsi made its presence known with a series of outdoor advertisements spanning higher than 30 stories along with an on-street engagement experience that helped fans reach “maximum” levels of hype right up until kickoff on Super Bowl Sunday. Even Perry’s sharks approved.
Pepsi amassed a total of more than 3.7 billion impressions, including 126 million media impressions and 38 content pieces with a combined 116 million views on the web. On the ground, Pepsi events attracted more than 10,000 attendees over three days of concerts and other surprises.