‘PEPSI HTS APP’

brand: Pepsi

idea: For years, Pepsi has been known to sponsor the most spectacular Super Bowl performances. And 2022 was no different. To bring the experience to millions across the nation, we launched the first-ever Pepsi Superbowl Halftime Show App – a buzzing hub where fans could learn more about the performers, win prizes, explore filters, and more.

by the numbers: From January 2nd to February 14th, the app received 526,000 downloads, earning a top 3 ranking for all iOS apps and a top 4 ranking for all Android apps. The app saw over 1.3MM sessions and 3.81MM engagements since January 2nd.

On Twitter, we drove the largest overall conversation with our reactive content and won ‘The MVP’ award during the platforms’s Brand Bowl.

artist giveaways: To build upon the anticipation for these 5 legendary performances, we launched Pepsi Super Drops within the app. For 5 weeks straight, we ran giveaways allowing fans to win the actual props featured and used by the stars in the Super Bowl Halftime Show trailer. Fans found out about the drops with hints on social.

ar filters: We brought our followers even closer to the performers and immersed them into the spot with AR filters in partnership with Snapchat. What better way to get close to Snoop than ride his whip, virtually 👇

game day social: We ran an 8 hour-long social war room during the most watched TV event and dominated with real time tweets. We wrapped this social play with a second sweepstakes that allowed fans to take home props from the 12 minute performance – making this all full circle.

award(s): 2022 Nominee Best App (Hashtag Sports Awards), 2022 Twitter Brand Bowl MVP