Pepsi has launched a new mobile app to support the Pepsi Super Bowl LVI Halftime Show. The free mobile app will allow the brand to connect with consumers leading up to the event with exclusive offers and experiences.
Consumers can access exclusive incentives and make preorders using the app. Additionally, Pepsi is running a Halftime Show sweepstakes through the app in which consumers can win the chance to go to the Super Bowl. The pass experience includes the winners’ flights, hotel stay and the sideline passes at the game and footballs signed by the Halftime Show performers including: Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. The app will give consumers complementary experiences during the game day.
Leading up to the event, Pepsi will use the app to make creative drops including new and exclusive content and AR features. Also, beginning on December 26th, consumers can use the app to scan Super Bowl Halftime Show products in stores in order to access content and make preorders.
Since 2013, Pepsi has been sponsoring The Halftime show and it is one of the brand’s biggest initiatives of the year. This year, the brand has launched the Pepsi Music Lab, a new program aimed at helping undiscovered performers connect to music industry executives and have a positive impact on the next generation of hip-hop stars.
“The program is a transformational new experience for artists in underserved communities from all around the country, giving them a chance to learn the ins and outs of the industry first hand,” said Todd Kaplan, VP of Marketing, Pepsi,in a LinkedIn post. “The participants will go through a virtual learning summit, and some will even have an opportunity to partner with GRAMMY award-winning producer Pi’erre Bourne! Having collaborated with some of hip hop’s biggest stars – from Kanye West to Playboy Carti and more – Pi’erre will now lead our Pepsi Music Lab Academy, a three-day in-studio workshop that will end with each participant leaving with an originally produced track of their own!”
Aspiring stars can apply to the program at PepsiMusicLab.com through January 16th.
In addition to these efforts, Pepsi and the NFL are also sponsoring the magnet school founded by Regional School No. 1 in South Los Angeles. The high school is part of the USC Iovine and Young Academy program, which was created by Jimmy Iovine and Dr. Dre. The school offers an educational model centered around integrated Design, Technology, and Entrepreneurship. Pepsi and the NFL will collaborate with the school and the local community, near the SoFi Stadium, to develop learning experiences and industry internships.
