Pepsi Co. challenged all cities across the United States to show off their respective excitement for the upcoming Super Bowl, and that the winner of the sweepstakes would be crowned, “The Most Hyped Hometown in America”. People from every city had the opportunity between November 26th – December 27th to show Pepsi why their city deserved the crown. Local participants submitted a photo or video, along with a brief description, showing their excitement for the Super Bowl XLIX halftime show, powered by Pepsi. Participants had the ability to submit five times over the course of the month. A panel reviewed the submissions, and while number of entries mattered, so did originality. Rochester led the way with over 500 submissions. This campaign, with the use of several social media platforms to promote the “Hyped for Halftime” campaign, connected residents within each city to reach for the common goal. Rochester will now be able to reap the benefits of being the winner. Pepsi is going to roll into town on Sunday, Jan. 18, with a pop-up concert featuring a special yet-to-be-named guest, and a lucky group of Rochesterians will win tickets to the Pepsi Super Bowl XLIX halftime show to see singer Katy Perry perform live. Pepsi will also be covering all costs to hold the event, which will likely include shutting down major streets and intersections. These campaigns help vitalize cities an connect people, as well as creating further awareness for Pepsi Company!