Through social media, Pepsi hoped to make the drive to this year's halftime show uniquely meaningful to Gaga's fans. Lady Gaga's performance was the most watched musical event of all-time as of 2017 and the most watched Super Bowl halftime performance in history. As a result of this social media campaign, Pepsi was the most mentioned brand across all of social media during Super Bowl 51. Pepsi fan engagement had surpassed all estimates - achieving an unprecedented 27% share of voice - the next closest brand had a 9% share. Pepsi exceed its goal with nearly 6 billion earned impressions and $121 million in ad equivalency through this campaign.
The Fanifesto video was Gaga's way of letting her fans know how they've inspired her and how they can join her journey to the Halftime Show. This was the first of the series to come out.
In promoting the Super Bowl 51 Halftime Show, we wanted to put the fans first. Pepsi gave away 50 sideline passes to Lady Gaga fans, reserving 20 of then for Lady Gaga Super Fans. Pepsi used their social channels to promote these fan-driven stories as content to build awareness for the Halftime Show. Over 27,000 fan videos were created and posted as a result of this portion of the campaign.
We inlisted the help of fans and NFL players to countdown the days until the Halftime performance. Over the course of 2 weeks., we flooded Pepsi's social feeds with countdown videos. Fan Countdown content drove 233 million total impressions across Facebook and Twitter, capturing over 1 million engagements.
This was the last of the series giving Gaga fans an inside look into Gaga's journey to the Super Bowl Halftime Show. This was the most engaged pre-Super Bowl content on Instagram. 87 million impressions on Facebook and Twitter, capturing over 1.2 million engagements.
A set of icons and type was created by design studio, Vault 49. I animated each icon and created a toolkit that was later used for all the other videos. This allowed for me to lay out, design, and animate each video in less than a day. These icons were used in the countdown and the Guest of Honor videos.