Pepsi sure seem to be stepping it up with their marketing, and given their history, that really is saying something!

The company’s newest gimmick will be centered around Beyonce’s half time performance at the Superbowl and will give 100 lucky, lucky fans the chance to “live it like never before”. In other words, the winners, chosen with a contest which will run through to January 19th will get to go out on-stage with the 'Single Ladies' singer. In addition, some of the more interesting photos of fans striking various poses, submitted to the contest, will be used as a curtain raiser for the performance. According to Angelique Kemps, Pepsi’s vice president of marketing, this performance is part of a wider effort to reform Pepsi’s campaign. The promotional efforts will supposedly become much more interactive and they will try to embody the brand’s ethic of interactivity at any given opportunity.

“Pepsi is looking for new ways to involve fans in the Halftime Show experience, and 'live' it like never before. And this is just the beginning. Only Pepsi could offer these amazing experiences, and we are proud to be able to work with our partners at the NFL, CBS and with Beyonce in this unique and creative manner.” Kemps said in a statement, quoted by Design&Trend. The statement also goes on to talk about the authenticity that consumers expect from the Pepsi brand. And here we thought people just wanted good sodas.