January 14, 2014
This is How Halftime Was Born
Denver-based Project agency, Motive, already a key agency for beverage brand Mountain Dew, has now partnered with Pepsi to pump up the nation in the lead up to Sunday’s Big Game. Motive’s “Get Hyped for Halftime” campaign for Pepsi has been delivered via a complex collection of activities all designed to get fans excited for the Super Bowl halftime show and to participate in the event as actively as possible.
The mainstay of the campaign has been the popular TV spot, ‘There Since the First #Halftime’, which aired throughout the NFL playoffs. It also included the ‘Pepsi #Halftime America with Lee Brice’ video, which documented the take-over of the tiny town of Milligan, Nebraska with a fleet of trucks, a group of machines spouting free Pepsi, and a very special performance from country star Lee Brice, and the ‘Pepsi #halftime: Buffalo Wild Wings’ video featuring 1980s rock band Foreigner, dropping a revised version of “Feels Like A Pepsi Halftime” for very surprised diners at a Buffalo Wild Wings in Secaucus, New Jersey.