CLIENT
INTERSCOPE RECORDS
LADY GAGA
Following the release of her fifth studio album, Joanne, Lady Gaga appeared as the solo performer of the Pepsi Zero Sugar Super Bowl LI Halftime Show at NRG Stadium in Houston, TX on February 7, 2017. The culminating game of the 2016 NFL season featured the matchup of the New England Patriots and the Atlanta Falcons.
The label partnered with TEC Direct Media to execute a campaign to reach younger sports and Lady Gaga fans with strategic video placements that would drive tune-in to the halftime show.
SOLUTION:
To reach cord-cutting millennials, our plan ran pre-roll video across strategic video streaming outlets. The pre-roll units selected were non-skippable and enjoyed a 100% share of voice (SOV). The plan utilized demo and behavioral targeting, and video outlets spanned OTT, desktop, mobile, and tablet devices.
RESULTS:
TEC Direct’s media strategy exceeded impression goals while efficiently reaching the target audience during a highly competitive advertising period. The campaign successfully amplified awareness and anticipation for Lady Gaga’s halftime performance, helping position the event as a cultural moment.
Following the game, her performance was recognized as one of the most-watched and acclaimed halftime shows in Super Bowl history.
