Case Study

A VIP Pass to the Pepsi Super Bowl Halftime Show.

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.

There's scale & there's SCALE.

Pepsi bottles and cans printed with QR codes to promote the Pepsi Super Bowl Halftime Show app
Viewers who tuned into the Pepsi Super Bowl Halftime Show
For one of the most anticipated performances of all time, we needed a partner who could dream up new ideas, have best-in-class expertise and deliver a fail-proof product. WillowTree was the only choice.
Todd Kaplan
Chief Marketing Officer, Pepsi

Turning 12 minutes of entertainment into 6 weeks of engagement.

Starting with a blank sheet of paper and driving toward an immovable deadline, WillowTree led a series of ideation and rapid prototyping workshops to identify opportunities to engage fans through a multi-week campaign in the run-up to the big game. Multidisciplinary teams brought rough sketches to life through high-fidelity mock-ups and breakthrough ideas like a fully-immersive, second screen experience rose to the top of the list.

From ideation to 
App Store in record time.

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.

Cutting through the noise & winning the brand battle.

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.

Concurrent sessions per second at peak load with 99.96% uptime
Twitter Brand Bowl MVP
Pepsi drove the most conversation on Twitter during Pepsi Super Bowl LVI Halftime Show
From day one, the level of collaboration between Pepsi and WillowTree has been best-in-class.  In such an important project with countless variables, the WillowTree team has been a close and agile partner who helped shape and elevate how consumers experience the Pepsi Super Bowl Halftime Show.
Rich Funaoka
Director of Brand Marketing, Pepsi
On advertising’s biggest night, Pepsi showed up and balled out.
Pepsi dominates nontraditional media exposure during Pepsi Super Bowl LVI Halftime Show.
Pepsi Becomes a Repeat MVP in Twitter's 2021 Brand Bowl.
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