Driving Tune In with Digital Video


Our objective was to drive tune in for Lady Gaga’s Pepsi Zero Sugar Super Bowl LI Halftime Show.  The halftime show performance followed the release of her fifth studio album, Joanne, October 21, 2016.  


drive tune in with digital video
ESPN.com placement

Our client wanted to reach younger sports and Lady Gaga fans with strategic video placements.  To reach the desired cord-cutting millennial audience, we ran pre-roll across various digital video streaming outlets.

Pre-roll units are far more impactful than linear TV, as they are non-skippable and enjoy a 100% share of voice (SOV).  The streaming video outlets chosen were based off our target demographic of P18-34 and spanned across OTT, desktop, mobile, and tablet devices.


We significantly over-delivered on our impression goals for each streaming outlet and successfully boosted awareness of Lady Gaga’s halftime performance.

Her performance was among the most-watched of all time and considered one of the best halftime performances in the Super Bowl’s 51 year history.



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