Pepsi launches app and short ‘trailer’ to hype Super Bowl halftime show
Each year, Super Bowl halftime show sponsor Pepsi ups its promotional game a bit more over the year prior. And in the lead up to Super Bowl LVI Feb. 13 on NBC, the soft drink giant is trying out a few new tricks — possibly since there are five musical acts to promote, rather than just one or two.
In its 11th (but very possibly last) year of sponsoring the halftime show in the Super Bowl, Pepsi’s musical lineup this year features hip hop stars Dr. Dre, Eminem, Snoop Dogg, Mary. J. Blige and Kendrick Lamarr. Pepsi commissioned and is unveiling today a short film “trailer” called The Call, about how each of the artists got the call to come to L.A. to perform. Directed by F. Gary Gray (Straight Outta Compton, The Fate of the Furious), the glorified ad (with subtle Pepsi references in the background) will get widely distributed across Pepsi’s and each performer’s social media handles.
Pepsi is also for the first time launching an app, the Pepsi Super Bowl Halftime Show app, which is available through both Apple’s and Google’s app stores, that will house all manner of halftime-show-related content including behind-the-scenes footage with the artists, promotions and giveaways. “If we have this epic show, we have to tease it the right way,” said Todd Kaplan, vp of marketing for Pepsi.
Given that magnitude of talent, Kaplan explained that “last year we shifted our strategy to start talking about the show well in advance, and bring fans closer to the experience. Now with 5 epic talents all coming together, we thought this was a perfect way to tell the origin story of how Dr. Dre has assembled this lineup, but also to give fans earlier access and get people more excited to really engage deeper with the show.”
In 2021, Pepsi first moved to heavily marketing the halftime show six weeks ahead of the Super Bowl. The company also ventured into filmmaking, working with Showtime to make a documentary about The Weeknd’s halftime show, which generated a lot of social activity and memes, not all of it positive.
Digiday+ Research deep dive: YouTube holds strong as a reliable marketing channel for agencies and brands
YouTube might not be considered the most exciting marketing channel out there, but brands and agencies see the platform as a reliable marketing channel that delivers consistent success.
Short-form video needs better monetization, creator funds aren’t the way to do it
Creator funds have almost been like a stepping stone before a more permanent solution is either considered or put into place.
With Canva and Adobe’s new updates, the generative AI race enters the brand design space
Canva and Adobe are just two of several major design and visual platforms that are rapidly introducing new generative AI capabilities in the service of brands.
SponsoredHow advertisers are leveraging omnichannel attribution and measurement to power CTV
Sponsored by MNTN Connected TV advertising has joined and expanded the larger ecosystem of campaigns that advertisers deploy. As such, omnichannel marketing strategies now encompass television and mobile devices, tablets and other screens such as out-of-home. And as customers engage across these different touchpoints, brands are seeking and moving their measurement and analytics efforts to […]
Terry Kawaja explains why he invested in Possible, the Dmexco founder’s new conference
Kawaja believes Possible will super-serve the intersection of marketing, media and tech like no other tentpole can. And he's invested his own money into it.
Execs are ignoring the dangers of ‘confidently incorrect’ AI and why it’s a massive problem
That means significant risks are emerging as companies rapidly race to re-orient themselves around ChatGPT without being aware of – or ignoring – the numerous pitfalls.