Purchase, N.Y.-based PepsiCo Inc.’s Pepsi brand crowned Rochester, N.Y., the most hyped hometown in America as part of its Hyped for Halftime campaign. As a reward for showcasing their hype, Rochester residents will experience the magic of a Pepsi halftime with an exclusive concert headlined by singing/songwriting duo Nico & Vinz on Jan. 18. Pepsi will deliver the hype with a town takeover, with surprises popping up around Rochester leading up to the event including a mobile Hype Squad and vending machines that will offer a chance to win VIP passes or meet and greets.

In addition to the Pepsi halftime extravaganza, a select number of fans from Rochester also will get to experience the hype on the field by winning tickets to the Pepsi Super Bowl XLIX Halftime Show featuring pop singer Katy Perry on Feb. 1 in Arizona.

“I could not be more excited to learn that Rochester has won the Pepsi ‘Hype your Hometown’ contest,” said Rochester Mayor Lovely Warren in a statement. “It is no secret that we Rochesterians are full of pride and spirit for our city, so I am thrilled that Pepsi has chosen to come here to help us celebrate it. We are looking forward to a fun event in the heart of downtown for the whole region to enjoy.”

 Pepsi first launched its search for the most hyped hometown in America on Thanksgiving with a TV spot featuring country music singer Blake Shelton. The spot invited fans  across America to visit www.pepsi.com/halftime, register by specific location, and share how they and their friends get hyped for a chance to win the ultimate halftime experience. The contest is just one of the many ways the brand invited fans to get Hyped for Halftime, as part of Pepsi’s mission to deliver the spirit of halftime this football season.