Mass Relevance partnered with Pepsi's agencies, Mekanism and 14four, to deliver a Flock-to-Unlock along with a content stream for Pepsi's halftime show. An already hugely buzzed about topic, Pepsi leveraged the massive social content dedicated to their halftime show in an engaging, participatory way.
A progress bar depicting the Flock-to-Unlock displayed a tracker of #pepsihalftime Tweet volume from a few days before the Superbowl through the third quarter of the game. The final Unlock was released during Beyonce's performance. A part of a larger photo scavenger hunt, clues were unlocked as the tracking bar progressed. Participating viewers were entered into a sweepstakes for 2014 Superbowl tickets.