Pepsi halftime show

Pepsi needed to transform its Super Bowl Halftime Show sponsorship from an expected 12-minute performance into a weeks-long and day-of interactive fan experience.

As the key UX writer, I contributed to building the first-ever Pepsi Super Bowl Halftime Show App using Figma. It became a dedicated digital hub featuring exclusive drop giveaways from the set, BTS videos, custom AR filters, and artist bios.

Additionally, I was the lead writer and directed an 8-hour live social commentary room during the game to stay top of mind for fans.

On X, we drove the largest overall conversation with our reactive content and won the “MVP” award during the Brand Bowl.

The app was also a 2022 Nominee for Best App (Hashtag Sports Awards).

*Official TVC trailer created by Radical Media & Roc Nation