Every Super Bowl fan knows the game is about more than just the final score - from coin toss calls to National Anthem length, prediction culture runs deep. We tapped into this behavior by transforming the #PepsiHalftime Show into a game of its own.

We turned the #PepsiHalftime Show into an interactive prediction game, complete with prize stakes. Fans placed their bets on everything from costume changes to surprise appearances, with each correct guess unlocking a shot at over 200 grand prizes. The performing artists amplified the excitement, mobilizing their fanbases to join the prediction frenzy. Post-show, @Pepsi personally connected with every participant to reveal the winning picks.

The results? Pepsi dominated the Twitter Brand Bowl, becoming the most-mentioned brand of the Super Bowl and doubling their mentions from the previous year. In fact, more people Tweeted their Pepsi predictions than used the word "touchdown" during the game.

Launch: February 2020