The 56th edition of the Super Bowl takes place on February 13th, and for the eleventh year in a row, Pepsi has been in charge of the halftime show for the NFL championship final.
For this year, Pepsi has cast a top team from the hip-hop world onto the stage at SoFi Stadium in California: Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, for the 20th anniversary celebration brand as an NFL partner.
“Our brand’s position is about unapologetic pleasure,” says Todd Kaplan, Pepsi’s vice president of marketing for The Drum website. “We want to empathize with how you want to enjoy the game. Everything we do is aimed at connecting with other people on a deeper emotional level,” he added.
New this year is the launch of the Pepsi Super Bowl LVI Halftime Show app, which will serve as an extension of the brand’s marketing to connect artists’ fans before and during the show.
The brand’s vice president explained to The Drum that the company’s plan is to bring fans even closer to the concert experience.
According to the portal, the app will provide behind-the-scenes content from the presentation and a series of digital experiences that bring people to the show.
Also according to The Drum, some fans will be able to receive tickets to watch the show directly from the lawn, with ticket and accommodation paid and football balls signed by the 5 artists.
“We understand that the Halftime Show is for football and music fans,” Kaplan told the website. “It’s those moments when you’re in the stadium and enjoying music that show that music can connect everyone,” he added.
The app is available for download at Google Play Store and for Apple App Store.
