A VIP Pass to a Global Halftime Experience
Extending a major live entertainment moment into a six-week, high-scale digital engagement program.
Build for a fixed global moment where performance failure was not an option.
A major consumer brand wanted to turn a short live performance into a sustained digital campaign before, during, and after game day. The experience needed to connect physical packaging to mobile engagement, release fresh content over several weeks, and handle a massive, unpredictable traffic spike at the exact moment audience attention peaked.
Etelligens approach
Etelligens led ideation and rapid prototyping, then connected QR-enabled packaging, mobile experiences, exclusive content, interactive activations, cloud infrastructure, and campaign analytics. The product roadmap supported frequent content drops in the run-up to the event and a second-screen experience on game day. Engineering and cloud teams designed for peak concurrency, observability, and resilience against an immovable launch deadline.
Connected capabilities, one accountable delivery team.
Strategy, experience, engineering, data, and operations were planned around the same business outcome rather than delivered as disconnected workstreams.
- Campaign strategy, ideation, and rapid prototyping
- Mobile companion experience and content platform
- QR-enabled physical-to-digital customer journey
- Interactive and second-screen fan experiences
- Cloud architecture, performance engineering, and observability
- Campaign analytics and high-frequency content operations
Digital delivery tied to business results.
The program connected 500 million QR-enabled packages with a digital campaign surrounding a broadcast seen by 103.4 million viewers. At peak, the platform maintained 99.96% uptime while supporting very high concurrent demand, demonstrating that brand creativity and production-grade engineering could operate together at global-event scale.
- 500M packages used to promote the digital experience
- 103.4M viewers for the live halftime broadcast
- 99.96% uptime under peak event demand