Pepsi To Crowdsource Beyonce’s Super Bowl Intro

>A bit of jumping the shark for Social Marketing ideas, but I can appreciate the really clear UX design and mobile-enabled approach to garnering participation…also note: just because its UGC don’t mean you just “post-and-pray” for participation: add Beyonce PR exposure, add SuperBowl exposure, add Times Square awareness, add Tix to the Game Incentive and you “magically” get thousands of submissions…<

Beyonce fans who want to be part of her Super Bowl Halftime performance can warm up their smartphones for a series of photo assignments from sponsor Pepsi. In a promotional run-up to the Feb. 3 event, Pepsi is asking fans to snap and upload images of themselves in a series of specific poses that will be used in the on-air intro video as the singing star takes to center field.

The mobile-optimized site is rolling out a series of photo poses until Jan. 19. The poses include head bopping, feet tapping, and hip shaking. The images can be uploaded with the accompanying #PepsiHalftime hashtag to also be entered in a contest that will send 50 winners to the live Super Bowl performance in New Orleans where they also will be part of dress rehearsals and an on-field dance team.

Pepsi announced that just a few days into the promotion it had already received thousands of images from users.

Pepsi started promoting the effort last weekend on Times Square billboards. The marketing is also being localized for New Orleans, where another 50 winners and their guests from Pepsi retail partners in the area will go to the live event.

Screen shot 2013-01-02 at 9.17.16 AM
Screen shot 2013-01-02 at 9.27.08 AMRead more:

About Fallon