By Barry Janoff
November 24, 2014: Having confirmed that Katy Perry would be the star attraction for the Pepsi Halftime Show at Super Bowl XLIX, the beverage company is now planning an all-out blitz leading to and then during the NFL's Big game on Feb. 1, to take place in the University of Phoenix Stadium and airing on NBC.
Pepsi, entering its third consecutive season as halftime sponsor and fourth overall (including Super Bowl XLI in 2007) said it would expand on its "Hyped For Halftime" campaign, which will culminate at the Super Bowl, via a multimedia platform to include TV, print, on-package, consumer activations, Internet and such social media destinations as Facebook, Twitter and YouTube.
Concurrently, parent company PepsiCo said it would leverage many of its brands, including Pepsi, Frito-Lay, Gatorade, Quaker and Tropicana, to "connect with fans and enhance their NFL experience" via TV, POP, Internet and social media.
Pepsi's current deal as halftime sponsor runs through the historic Super Bowl 50, to take place in Feb. 2016 in Levi's Stadium, home to the San Francisco 49ers.
Pepsi has been a partner with the NFL since 2002, and will continue as such under its current deal through 2022.
Performers are not paid, per se, to perform during halftime, instead using the 30 minutes or so to showcase themselves for a domestic and global audience, sometimes in conjunction with a current tour but almost always spurring sales of current and previous releases.
The NFL had hinted that it would begin to charge performers to play, but appears to have moved back from that tactic.
Perry has more than 60 million followers on her Twitter account and more than 76 million likes on her Facebook page.
PepsiCo said that more than 115 million viewers in the U.S. (and millions more worldwide) watched last year's Pepsi Halftime Show during Super Bowl XLVIII, which starred Bruno Mars. In 2013, the Pepsi Halftime Show during Super Bowl XLVII starred Beyoncé.
The Pepsi-sponsored halftime show at Super Bowl XLI in 2007 starred Prince.
"3 AMA'S & SUPER BOWL?! Not long ago I was playing guitar on the streets of Santa Barbara for maybe 20 bucks a day & an avocado. Wow, life!" Perry wrote on her Twitter page.
Pepsi and Perry do not have an official endorsement deal, but they have been working together since 2012 in promotions and record releases.
Stories had linked Perry with Super Bowl XLIX almost as soon as the NFL season began, which were fueled even farther when she appeared as a guest last month on ESPN's College GameDay.
The official word came last night (Nov. 23) during NBC's Sunday Night Football broadcast, which included a TV spot in which Perry unveiled some ideas on which she was working for the Super Bowl XLIX show. They included covering the University of Phoenix Stadium with edible glitter, a robotic drum solo, riding a shark while wrapped in bacon, a time machine to bring in special guests (as yet unnamed), 1,000 kittens, fireworks, a bevy of dancers and several costume changes. (See the full spot here.)
Frito-Lay's brand Doritos started its "Crash the Super Bowl" competition earlier this year and currently is narrowing down the entries, with the winner being offered $1 million and the opportunity to work on an upcoming film from Universal Pictures. Other PepsiCo siblings are expected to unveil plans in the coming weeks. NBC is charging upward of $4.5 million for a 30-second spot, according to industry analysts.
"This halftime show is going to be crazy," said during the intro spot.
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