Pepsi: Hype Zone

After the success of Pepsi’s Super Bowl sponsorship in 2014, where Spinifex helped the brand coordinate content on every LED screen in New York’s Times Square simultaneously, the brand wanted to do something even more engaging for the 2015 game in Phoenix.

As part of the Super Bowl Central activation area in downtown Phoenix, my team at Spinifex created the Pepsi Hype Zone to get fans excited in the lead up to the big game. The Pepsi Hype Zone consisted of an enclosure made from shipping containers, two LED screens and several interactive engagements – Kick The Hype, Hyped Face and two Swag Machines.

Kick The Hype was an interactive mobile game that allowed people to take over large LED screen using their smartphones and use it to make a field goal attempt. It was a fun activity that kept visitors entertained and helped manage the massive crowds that were drawn to the activation.

Hyped Face was a group selfie station where visitors where given fun props like wigs and pompoms and asked to show their Hyped Face. Unbeknownst to visitors, right as the countdown ended and the selfie was to be taken, a hidden mechanism blew a huge blast of compressed air into their faces! This resulted in some amazingly fun selfies.

Having taken a selfie, participants could then share it on Instagram in order to claim some swag from one of two Swag Machines that dispensed Pepsi branded merchandise like hats, t-shirts, towels, etc. And of course we gave away lots of free soda too.

The signup and sharing process was managed by a mobile app and touchscreens within the Swag Machines. More than 5,000 people shared selfies over the course of the activation.