The Pepsi Super Bowl Halftime Show is the most-watched 12 minutes in entertainment, averaging over 100M concurrent viewers globally. Pepsi—the title sponsor for the past ten years— challenged WillowTree to create a companion digital experience that would give consumers unprecedented access to the event, putting Pepsi front-and-center on a day where brands fiercely compete for consumer mindshare.
With the launch of the Pepsi Super Bowl LVI Halftime Show app in December—only shortly after ideation began—Pepsi was able to engage fans weekly with more than 30 in-app content drops ranging from artist merch giveaways to exclusive interactive photo filters built in partnership with Snap.
On game day, an in-app exclusive—the Pepsi Ultra Pass—granted fans access to a groundbreaking second screen viewing experience that put consumers on stage with the artist during their performance. The app and backend infrastructure were engineered to handle the load and the experience was immersive, fun and share-worthy—cementing Pepsi as the most talked about brand of Super Bowl LVI.