When "Single Ladies" singer Beyonce Knowles takes center stage on February 3 at the Pepsi Super Bowl Halftime Show, she will not be alone. Pepsi has announced that they will give 100 fans of the diva an opportunity to join her in an exciting on-field experience and the lucky ones will be chosen with the help of a contest.
The contest, which kicked off on Saturday and extends till January 19, asks fans to submit their photos in various poses including head bopping, feet tapping and hips shaking. The best of these pictures will be used as a curtain raiser to Beyonce's Super Bowl Halftime Show. Besides, 50 fans along with their friends will get an opportunity to join Beyonce on the stage during the performance, PepsiCo announced in a statement.
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"Pepsi is bringing to life its 'Live for Now' mindset which places fans at the center of this experience," Angelique Krembs , vice president marketing, Pepsi, said in a statement. "Pepsi is looking for new ways to involve fans in the Halftime Show experience, and 'live' it like never before. And this is just the beginning. Only Pepsi could offer these amazing experiences, and we are proud to be able to work with our partners at the NFL, CBS and with Beyonce in this unique and creative manner."
Meanwhile, Forbes point out that PepsiCo's collaboration with Beyonce goes beyond the Super Bowl. According to the report, PepsiCo will be spending close to $50 million in advertisements and other projects, as "consumers are seeking a much greater authenticity in marketing from the brands they love." The soft drinks company believes Beyonce provides that authenticity sought-after by consumers.
In addition, PepsiCo will also fund creative projects undertaken by Beyonce, a NYTimes report said. However, the nature of these projects is yet undefined. "Pepsi embraces creativity and understands that artists evolve," Beyoncé told NYTimes in a statement. "As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity."
This collaboration will also see a new Pepsi can featuring Beyonce's face that will hit the market early next year.