PepsiCo Unveils Interactive Halftime Show Platform with QR Codes

Update:  August 20, 2023
PepsiCo Unveils Interactive Halftime Show Platform with QR Codes

Pepsi launched a unique website,, with behind-the-scenes videos and augmented reality (AR) experience on Instagram as part of the marketing for its 10th year as the sponsor of the Super Bowl Halftime Show. 

Scan QR codes on the website or specially marked Pepsi cans with a smartphone camera to see an AR selfie lens in the photo-sharing app. 

While they continue to promote the event on television, Pepsi uses digital marketing to increase its exposure. It incorporates a scannable QR code in their Pepsi cans for the 55th NFL season.

QR codes provide customers with a new way to view halftime shows online.

The soda brand filled its mobile app with features that gave users more control and exclusive content to get people excited before the game.

Returning to PepsiCo’s strategy last year

Pesi halftime show

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As fans were allowed back into stadiums after pandemic restrictions were lifted, the NFL tried to boost its TV ratings for the regular season. 

The Associated Press said that, on average, 17.1 million people watched each of the NFL’s 272 regular-season games. 

This is a 10% increase from the previous year and the highest average since 2015. 

These better ratings helped keep people interested in the playoffs and helped the much-hyped championship game get more viewers. 

This year, more people watched the Super Bowl than in 2021, which was the worst year in 14 years. 

According to data from CNBC, the number of people who watched the championship game on NBC, Telemundo, and Peacock grew by 15.9 million since last year. 

This brought the total number of people who watched to 112.3 million.

For the second year in a row, Pepsi didn’t run any ads during the game, instead focusing on the halftime show. 

Last year, as part of its multichannel campaign leading up to the Super Bowl, it ran its first national ad to promote a live concert with singer The Weeknd.

 Pepsi showed the commercial during the playoffs to get people excited about the halftime show.

Relate to: 8 Most Influential Super Bowl QR Code Commercials

PepsiCo’s new global campaign is all about QR codes

Pepsi liv QR code

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This strategy allowed the brand to capitalize on the 12-minute time slot it already had during the game, which attracted millions of viewers on its own.

Pepsi went all-in on a multi-channel campaign that included an Instagram activation and unique packaging with QR codes that activated digital content.

On February 13, 2022, the Pepsi Superbowl LVI Halftime Show App was released. 

Fans can scan QR codes on the website and mark Pepsi cans with a smartphone camera to see an AR selfie lens in the photo-sharing app as part of the app’s promotion. 

An all-in celebration of PepsiCo’s tenth year as a Super Bowl Halftime Show sponsor.

The commercial debuted during the NFL Super Wild Card games and will air throughout the NFL Playoffs and on, a digital fan portal offering custom AR filters, a behind-the-scenes look at this year’s Pepsi Super Bowl Halftime Show, and more.

How Pepsi QR codes transformed their product

At the NFL Championship, hundreds of millions of people watched around the world, and tens of thousands of fans at SoFi Stadium in Los Angeles. 

As a result, Pepsi has collaborated with Verizon to launch the Pepsi Super Bowl Halftime Show Ultra Pass. This augmented reality experience transports fans to the field to watch the music unfold.

When halftime arrived, fans used the Pepsi Halftime app to be transported right into the action. 

You can then move your phone around, pivoting around the stage and field as if you were there, thanks to augmented reality and the 360-degree cameras Pepsi and Verizon plan to use in the arena.

“This year’s Pepsi Super Bowl Halftime Show is already one of the most anticipated of all time, so we wanted to give fans unprecedented access.” Pepsi marketing chief Todd Kaplan stated in a press release. 

He also said it was a great opportunity to create a new, immersive way for fans to experience the performance in our Pepsi Super Bowl Halftime Show app.

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