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While most brands began activating their Super Bowl campaigns over the past month, Pepsi's Hyped for Halftime plans began last Thanksgiving.
Using the #halftime hashtag, the brand curated conversations around its show with more than 40 pieces of digital content. And, right before Katy Perry's performance, the campaign will culminate in an alien abduction-themed 30-second spot (which was created by agency Mekanism) airing right before the show and paying homage to the supernatural lore of the Southwest.