Halftime Show Brand Campaign

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.