As the spectacle of Super Bowl LVIII unfolded, it wasn’t just about touchdowns and halftime performances; it was a stage for social media influencers and content creators to seize the spotlight. Influencers have truly entered the field, and were involved with nearly every big brand campaign around the event this year.
Let’s explore how brands strategically harnessed the power of influencers and social media to connect with audiences on a deeper level during this year’s Super Bowl ads.
Uber Eats
Left your weekly food shop too late? UberEats has you covered. Launched by Uber, Uber Eats is a food delivery service enabling its customers to bring the dining experience to them, wherever and whenever they need it.
The brand is delivering on all fronts, including its Superbowl campaign. Earlier this year, David and Victoria Beckham were the subjects of viral clips across TikTok and Instagram thanks to a hilarious clip from their Netflix special.
In a preview for the brand’s Super Bowl ad, the couple recreated their viral “be honest” moment where David interrupted his wife during an on-camera interview, reminding his wife to “be honest” about her supposed “working class” background. However this time, David and Victoria were totally transparent about their appearance in UberEats’s “Hockey ball” ad, alongside “Jessica” Aniston.
Super Bowl ads often assume the largest portions of brand’s budgets and focus. In other words, the Super Bowl is when brands go all-in. The biggest occasion often requires the biggest names, which is why we see the biggest influencers and the biggest stars involved in Super Bowl commercials each year.
While David and Victoria are more celebrities than influencers, it’s UberEats’ nod to viral moments, and being reactive to these moments, that makes the campaign one to remember. UberEats reaches its consumers on a more emotional level, factoring in a social connection by recognising the moments that resonate with online viewers. The campaign shows that UberEats has an ear to the ground, understands the importance of viral moments on social, and how to turn them into a winning campaign.
CeraVe
L’Oreal owned CeraVe is one of the largest skincare brands in the world, recognised for its dermatologist recommended moisturizer. In addition to its award-winning fragrance-free formula the brand has taken big steps in the way of TikTok’s digital out-of-home solution, being one of the first to develop a TikTok Out-of-Phone influencer campaign.
CeraVe’s Super Bowl ads campaign is one of those that makes zero sense, and 100% sense at the same time, proving that sometimes the unlikeliest partnerships are the best.
Enter Michael Cera, an actor not particularly known for his exploits in the skincare industry, but a perfect fit for the CeraVe brand nonetheless. Michael Cera-CeraVe jokes have existed for sometime, in fact the whole thing actually originated from conspiracy theories on Reddit that speculated Cera created the brand. For CeraVe, this was enough to fuel its first ever Super Bowl ad.
The brand enlisted the help of hundreds of influencers across social to spread the rumor. CeraVe partnered with dermatologists to quell the rumors that Cera started the brand, comedy creators like Jake Krantz who, with the help of CeraVe, could finally become as beautiful as Michael Cera, and entertainment commentators like Bobbi Althoff to help build the story.
Meanwhile Cera was spotted out with CeraVe bags in New York, and spotted signing bottles at a local chemist, all to fan the flames.
What began as a Reddit conspiracy, went on to feature on the biggest advertising stage, and was made possible by influencers spreading a message like wildfire. CeraVe’s Michael Cera campaign is perhaps the most memorable Super Bowl debut since Janet Jackson.
TurboTax
George Orwell might be the first name that comes to mind when envisioning the year 1984, but did you know it’s also the year when filing your taxes became much easier? TurboTax is a software package for the preparation of American income tax returns. The Intuit-owned brand has been simplifying US tax returns since the early 80s, plus we have the pleasure of working with them.
The Super Bowl is incredibly taxing on one’s attention span, so it can be difficult for advertisers to stand out on the biggest stage. One way to ensure you stand out is to offer a $1M prize incentive.
The TurboTax Super Bowl $1 Million Sweepstakes offered viewers the chance to win some pretty life changing money, as well as all expensed tickets to the big game. The catch? Entrants needed to submit their “biggest moves” of 2023 using the #MakeYourMovesCount hashtag on TikTok.
The user-generated content (UGC) campaign highlighted how TurboTax impacted customer’s lives throughout 2023, giving them the breathing room to pursue life goals, spend more time with family, without the stress of tax preparation.
UGC campaigns have featured during Super Bowl ads in recent years, with Doritos launching its Triangle Tryouts dance challenge last year, and State Farm launching its own TikTok hashtag challenge the year before. UGC campaigns are great for achieving social proof. We see people sharing their reviews, photos, and videos, which all offer a real insight into potential customers viewing, helping to build trust in the brand and its offerings.
Nerds
Part of the Ferrero Group, Nerds is an American candy known for its small, irregularly shaped sweets that come with a crunch and variety of flavors.
Nerds made its first Super Bowl ads appearance in its 40-year history with a new ad campaign featuring TikTok star Addison Rae.
The brands teased its commercial in January, with Rae seen in a dance studio preparing for the real ad. When the ad played on Super Bowl Sunday, fans were treated to Nerds mascots, a dancing gummy, and Addison Rae snacking on the candy from her sofa, underlaid by the classic “Flashdance” track.
Addison Rae boasts an impressive 88.6 million followers on TikTok and 36.2 million on Instagram. What sets this commercial apart is its refreshing and playful approach, breaking away from the typical candy advertisements. While Rae has transitioned to celebrity status, her recognition still sits primarily amongst Gen Z TikTok users.
The TikTok appeal keeps Nerds relevant to younger audiences. Rae’s performance in the commercial not only brings TikTok onto the biggest stage but also elevates brand awareness. This campaign strikes a balance by tapping into nostalgia, maintaining a sense of lightheartedness, and inclusively attracting candy enthusiasts of various ages.
NFL
The National Football League, or NFL, is the league in which 32 American Football teams compete for an annual league championship. In essence, there is no Super Bowl without the NFL.
Football in the states is still considered an “older man’s game”. In fact, The Wall Street Journal reported that the average league viewer is 55. To make a play for a younger audience, the NFL brought in influencers.
From Mr Beast in attendance at the Super Bowl, to Deestroying’s Project NFL, the NFL looked to partner up with more athletically inclined creators to drive awareness amongst younger audiences. The influx of creators also extended to the likes of Adam Waheed and Austin Mollno who were signed up to the #NFLCreatorRow on TikTok, highlighting collaborations between NFL players and content creators.
tiktok.com/@adamw/video/7334841631734058282
The NFL’s partnership with TikTok also shows the organization’s desire to diversify its viewership, and ultimately tap into the younger generations. TikTok Tailgate is a live, virtual pregame celebration exclusive to the TikTok community. It’s the party before the big event. This year they had Gwen Stefani performing live, as well as content from creators like Keith Lee, Ju & Chan, Kristy Sarah, and many more..
Influencers are taking over Super Bowl ads
With every year that passes, influencers become more involved in brands’ Super Bowl ads; from starring in big-screen commercials or creating content, to hosting and attending events.
It’s clear that brands are still juggling with the balance of enlisting A-list celebrities and content creators. While UberEats partnered with The Beckhams, their reasoning ties directly into social media and people’s emotional responses to viral and cultural moments. Similarly, CeraVe’s ingenious ad came from an idea that was mined from Reddit threads and social media “conspiracies”. Addison Rae’s appearance in a big-screen commercial, though, highlights a turning point for influencers, who are now being recognised in the same vein as celebrities. The lines between celebrities and influencers are blurring, in the context of Super Bowl ads.
Now influencers are seeing more opportunities that were previously exclusive to celebrity talent, which is a testament to their effectiveness to create a longer lasting impact. Social media is where audiences are engaging and actively having conversations around brands and products, so you need to meet them where they are. Influencers can be a powerful way to reach audiences that may be harder to reach through traditional marketing channels like TV and radio. Creators also come at a much cheaper cost than the $7 million price tag Super Bowl campaigns sit at today. With this in mind, it’s not a surprise that influencers are becoming more heavily involved in Super Bowl commercials. The question is, what comes next? An influencer performing at the halftime show? We can’t wait to find out.
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