In addition to digital stickers, GetGlue members watching the Super Bowl on Sunday will be able to access Pepsi-sponsored rewards and content.
The partnership also ties in an earlier promotion between the two companies to push Fox’s The X Factor, which premiered in September 2011.
Pepsi Super Bowl content on GetGlue includes:
- A “Coming Soon” sticker that can be unlocked prior to the game when a user checks in to Pepsi, the Super Bowl, The X Factor or X Factor winner Melanie Amaro on GetGlue
- Two additional stickers that can be unlocked on game day
- Three videos
- A chance to win Pepsi Max for life
- A buy one, get one free coupon
Andrea Harrison, Pepsi’s director of digital engagement, says the brand has been working with GetGlue since Major League Baseball’s All-Star game last summer.
One of two Pepsi ads during Super Bowl XLVI will feature X Factor’s Amaro and Elton John. Pepsi fans who use media discovery app Shazam during the spot will gain access to an Amaro music video.
Harrison says the Coming Soon sticker on GetGlue includes access to a behind-the-scenes video that will detail how the commercial was made and include an interview. The other two stickers will include access to videos of TV spots.
Additional digital Pepsi Super Bowl content includes an NFL-themed version of Pepsi Sound Off, a social TV platform that launched during The X Factor to engage viewers in real-time viewing with celebrity hosts, and a Pepsi-curated Super Bowl-themed station on Internet radio service Pandora.
Harrison says Pepsi Sound Off has been re-skinned for the Super Bowl and it will also be used for the Grammys later this month.
GetGlue offers Pepsi a way to combine the reach of a social network with the real-time excitement of live television, Harrison says.
“The Super Bowl is an advertiser’s biggest stage and we know the GetGlue audience is tuned in and participating in the conversation and sharing as much as they are watching the game and the commercials,” she adds.
Pepsi isn’t the only company using Shazam this year. Other Shazam-enabled Super Bowl ads include: Toyota, which will include a sweepstakes to win two Camrys; Best Buy, which will include a $50 gift card offer for consumers looking to buy and activate a mobile phone in 2012; Cars.com, which will include an offer to donate $1.00 to one of seven charities, up to a maximum $100,000; and Teleflora, which will include a secret offer.
And, as a result of a partnership with Bud Light, the Super Bowl Halftime show will also be Shazam-enabled. Viewers who use Shazam to tag the performance will be able to unlock exclusive content.