Pepsi:
Up For Grabs
Super Bowl Halftime Show Social Activation
Pepsi, long known for giving fans access to sports and music, sponsors the Super Bowl Halftime Show. For Super Bowl 50, we wanted to go big—without pulling eyes away from the performance.
So we created #UpForGrabs. With a like or retweet, fans were instantly entered to win items from the halftime show…in real time.
#UpForGrabs drove 682 entries per minute and helped Pepsi reach #2 in share of voice. And somewhere out there, someone now owns 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.
