Michigan Ross MBA Wins PepsiCo Innovation Challenge, Goes Behind The Scenes of the Super Bowl


Lauren Pfeiffer, MBA ‘19, will have a front-row seat at the biggest marketing and advertising event of the year when she attends Super Bowl LIII this week to experience the game and the Pepsi Super Bowl Halftime Show.

Pfeiffer was one of just five students from across the country to win the PepsiCo Game Changers competition.

The competition asked students to "invent the ideal customer experience in the world of digitization" using innovative technology, connecting it to PepsiCo's Performance with Purpose agenda, and increasing consumer brand loyalty.


Pfeiffer delivered. Her proposal was the creation of a LIFEWTR augmented reality experience that connected artists with consumers. The competition included a three-minute video pitch of her proposed idea and campaign. Pfeiffer came up with national and local activations, tied to World Art Day. She also provided ideas for not-for-profit organizations focused on art education that LIFEWTR could consider as partners.

“PepsiCo believes in innovation by design,” the company said. “The winners of our Game Changers Competition are all about designing a more innovative future.”

For wowing the judges and winning the competition, Pfeiffer will have the chance to attend Super Bowl LIII in Atlanta next week where she’ll network with PepsiCo team members across disciplines, explore various brand activations in the stadium and surrounding area, experience a behind-the-scenes look at how PepsiCo pulls off the Pepsi Super Bowl LIII Halftime Show, and attend the big game.

“Attending the Super Bowl with PepsiCo is a once-in-a-lifetime opportunity, and I am thrilled that my proposal was one of the few selected,” Pfeiffer said. “With the hopes of continuing my career in sports marketing, I am looking forward to learning more about how PepsiCo brands come to life at the Super Bowl. I am most excited about attending the Pepsi Sports Summit and of course going to the game!”

Congratulations Lauren and Go Blue!

Image: Darryl Brooks / Shutterstock.com