Pepsi:
Up For Grabs
Super Bowl Halftime Show Social Activation
Pepsi, long renowned for giving fans exclusive access to sports and music, is the title sponsor of the Superbowl Halftime Show. This year, in honor of Superbowl 50 we wanted to do something big and it had to be something that wouldn’t take eyeballs off of the show itself.
Our idea was called #UpForGrabs. With a “like” or “retweet”, you were automatically entered into a sweepstake for a chance to win items from the real halftime show as it was happening.
#UpForGrabs received 682 entries per minute and helped the brand achieve #2 overall share of voice. And some lucky person somewhere is now the proud owner of Chris Martin’s sweaty denim jacket.
#PepsiUpFor Grabs Newsroom
As an added challenge, the NFL was super secretive about their run of show. We had to get our posts ready and in chronological order which was difficult to do without a set list. It was in our newsroom at the Twitter office where we sat ready to hit upload as fast as humanly possible when one of our items appeared onstage.
