Kickstart: Super Bowl

As part of PepsiCo’s return to the sponsorship of the Super Bowl halftime show in 2014, they organized a number of promotions and events. Mountain Dew’s Kickstart product released two new flavors and created a Super Bowl campaign around that launch called ‘Kickstart Your Night.”

In addition to an ambitious Super Bowl commercial featuring hundreds of rockets, they wanted to do an on-the-ground sweepstakes promotion to give away coupons for Kickstart and to a few lucky fans tickets to the Super Bowl. Since the game was being played in New York, we staged the promotion in Times Square, at the top end of Super Bowl Boulevard, the multi-day experiential site being set up along Broadway.

My team at Spinifex took over the large multi-screen corner LED run by American Eagle and built a text-based system for people to participate. Street teams provided by our sister agency Motive kept the crowd engaged and excited. Every hour we gave away a pair of Super Bowl tickets to some very excited fans and countless numbers of people got to try the new Kickstart flavors.