January 20, 2022 by Michael Bürgi
Per annum, Expansive Bowl halftime deliver sponsor Pepsi u.s.its promotional sport a little extra over the year prior. And within the lead up to Expansive Bowl LVI Feb. 13 on NBC, the soft drink big is making an strive out just a few novel tips — possibly since there are 5 musical acts to promote, in preference to lawful one or two.
In its 11th (but very possibly closing) year of sponsoring the halftime deliver within the Expansive Bowl, Pepsi’s musical lineup this year parts hip hop stars Dr. Dre, Eminem, Snoop Dogg, Mary. J. Blige and Kendrick Lamarr. Pepsi commissioned and is unveiling this day a immediate movie “trailer” called The Name, about how every of the artists got the name to achieve reduction to L.A. to originate. Directed by F. Gary Gray (Straight Outta Compton, The Destiny of the Angry), the glorified ad (with delicate Pepsi references within the background) will collect broadly distributed one day of Pepsi’s and each performer’s social media handles.
Pepsi shall be for the first time launching an app, the Pepsi Expansive Bowl Halftime Present app, which is readily within the market thru each Apple’s and Google’s app stores, that can dwelling all manner of halftime-deliver-linked issue including within the reduction of-the-scenes pictures with the artists, promotions and giveaways. “If we admire got this fable deliver, we admire got to tease it the lawful plan,” mentioned Todd Kaplan, vp of advertising for Pepsi.
On condition that magnitude of skills, Kaplan explained that “closing year we shifted our solution to originate speaking about the deliver effectively in scheme, and elevate fans nearer to the skills. Now with 5 fable abilities all coming collectively, we notion this used to be a absolute best formulation to expose the origin yarn of how Dr. Dre has assembled this lineup, but apart from present fans earlier collect admission to and collect of us extra inflamed to truly resolve deeper with the deliver.”
In 2021, Pepsi first moved to closely advertising the halftime deliver six weeks before the Expansive Bowl. The company also ventured into filmmaking, working with Showtime to place a documentary about The Weeknd’s halftime deliver, which generated quite a bit of social activity and memes, no longer all of it optimistic.
