03/27/2014 12:26 pm ET Updated Dec 06, 2017

SXSW Shingerview: Adam Harter, Pepsi

At SXSWi this year, I had the opportunity to chat with Pepsi's VP of Consumer Engagement, Adam Harter. Adam oversees the consumer engagement team, which is their sports, media, culture, music, and branded content groups. His No. 1 priority is connecting their brand to consumers, and I think Pepsi is a great example of a brand that is constantly producing buzz-worthy content and creating exciting partnerships, while continuing to engage with and listen to their consumers.

In the last two years, Pepsi has re-imagined the SuperBowl halftime show, and in the spirit of innovation and creativity, took it a step further this year. "Our product stands for refreshment, so we wanted to find ways to refresh people's lives using halftime."

Watch as Adam takes me through Pepsi's strategy, the platforms they are investing in, and how they found their sweet spot intersecting sports and music.