Every single year, the Super Bowl gets bigger and bigger, transforming the sporting event into a cultural institution. The problem? Only .06% get to actually see it live. Due to corporate sponsors, the rich and famous, and NFL teams, only 1,000 tickets are available to the general public (each costing around $11,000). And on the golden 50th anniversary, Pepsi could rise up and single-handedly double the amount of true fans that get to go to the Super Bowl by sacrificing their own tickets and giving 100X more (1,000) tickets away than any other brand in history. But how would Pepsi decide who is worthy of going to the biggest game of the year?
For the 50th Super Bowl, gold interactive Pepsi machines would be placed in the cities of major NFL playoff teams. Equipped with a decibel meter, the vending machine would challenge fans with randomized noise-making activities from chants to fight songs, encouraging them to “Get Loud” for their team. NFL gift cards, free Pepsis, and occasionally even Super Bowl tickets would be dispensed once a certain loudness was reached.
The machine would be equipped with a camera, recording the die-hard fandom. All that user-generated content would be compiled into a commercial during the Super Bowl celebrating the true fans of the NFL.
(Concepted while working at TracyLocke)