Leveraging Lady Gaga’s Little Monsters, Pepsi celebrated the many different moments of Gaga’s storied career – encouraging fans to dress in notorious Gaga looks from years gone by, and selecting iconic Gaga moments to help count down the days to her largest performance ever at the Pepsi Zero Sugar Super Bowl LI Halftime Show.

November-December 2016

Guest of Honor Program: Little Monsters submitted short films on social media explaining why they’re a fan of Lady Gaga. 50 fans won sidelines passes to the Halftime show.

January-February 2017

Behind the Scenes: 5 films shot behind the scenes showed Gaga’s preparation for the world’s biggest stage.

Fan Countdown: Gaga fans, NFL athletes and influencers counted down the 14 days leading to the Pepsi Zero Sugar Halftime show with video releases aimed to inspire fans to join in the countdown.

February 2017

For the Fans: On Super Bowl Sunday fans following #PepsiHalftime had the opportunity to win Lady Gaga and NFL prizes.

• Lady Gaga’s performance was the most-watched musical event of all-time and the most-watched Super Bowl halftime performance in history.

• Pepsi was the most mentioned brand across all social media.

• Pepsi fan engagement had surpassed all estimates – achieving an unprecedented 27% share of voice – the next closest brand had a 9% share.

• Gaga behind-the-scenes footage was viewed over 11 million minutes.

• Fans created and posted over 27,000 fan videos

• Fan Countdown content drove 233 million total impressions across Facebook and Twitter, and captured over 1 million engagements.

• 305,000 fans engaged #ForTheFans on game day and were entered for the chance to win were entered for the chance to win major Lady Gaga and NFL prizes.

• Pepsi exceeded its goal with nearly 6 billion earned impressions and $121 million in ad equivalency.