Every year, millions tune into the Pepsi Halftime Show. So Pepsi wanted us to come up with a program that could further engage fans and own the social conversation during those 12 minutes of pop music glory.
We decided the best way to keep eyes on the screens was to give away the highly-coveted items from the stage in real time over Twitter, Facebook and Instagram: we’re talking wardrobe, instruments, and anything else a rabid 20-something fan would die to get their hands on.
We had 681.5 entries per minute. Pepsi gained the #2 spot for overall share of voice on Twitter, with 13.8 million impressions on social media.