Influence marketing. On the night of February 12-13, 2023, the biggest sporting event in the United States took place. This is the Super Bowl, the championship final organized by the National Football League, which opposed the Kansas City Chiefs team to that of the Philadelphia Eagles in Glendale, in the suburbs of Phoenix. This American meeting is a good excuse to have a good time together, but above all it has become over the years a great marketing opportunity. Because it is possible to reach millions of people at the same time.
During the halftime show, the halftime of the meeting, a personality comes to put on a show. To give you an idea of the number of people who have their eyes glued to their screens at this time, let’s take the example of Katy Perry’s performance in 2015. The singer gathered 118 million spectators. This year, Rihanna took over. In addition to this open-air concert, regulars also enjoy watching the advertisements. Brands give themselves the means to imagine the most original and funniest advertising spot to remain in the memories.
Logan Paul and KSI’s “PRIME” will become the first creator-led business to air a Super Bowl commercial. pic.twitter.com/SUXGa3jfQi
— Front Office Sports (@FOS) February 3, 2023
Influencers at the Super Bowl 2023
With all these great people present to bring the event to life beyond the sporting meeting, until now a profile of personalities was missing. Where have the influencers gone? To find out, you had to take a walk on TikTok and in particular that of Léna Situations. The content creator was invited by Fenty Beauty, along with Seb la frite, to participate in the event. “A year ago, I met Rihanna and her team. We got on very well. We worked together all last year. The Mahfouf Hotel was also the first French retailer to offer Rihanna’s perfume. And when I found out she was doing the Super Bowl halftime, I obviously peed my panties. When the Fenty team told me “you want to come with us to the Super Bowl”, I ripped it all off”, she says with humor in a recent TikTok. At his side, the French Paola Locatelli was in the game. The brand also invited other international influencers.
video/7199000910821887237" data-video-id="7199000910821887237">@lenasituations someone pinch my face to make sure it’s not a dream @Fenty Beauty ♬ son original – Lena Situations
For the first time this year, one of the event’s partners is a brand co-founded by a content creator. KSI and YouTuber Logan Paul, after facing each other in a boxing ring, founded their company called Prime, a sports drink company. This is the first time that an influencer profile has been accepted to broadcast one of its advertisements during the Super Bowl. But above all, you have to have the means! Advertising during the event costs an average of 7 million dollars. KSI however clarified to its community in a recent video that it had a small discount on the price.
There are the lucky ones and those who bring the event to life on social networks. Khaby Lame, the most followed TikTokeur in the world has been asked to launch a challenge on the ByteDance application. With Jake, from the State Farm group specializing in insurance, the content creator launched a challenge. The aim of the game? Guess how many times State Farm Stadium will be mentioned during the FOX Super Bowl broadcast. The winner will meet Khaby Lame and may appear in one of his videos. State Farm is a Super Bowl regular and has previously aired commercials during the game. This year, the company chose to work with online personalities.
video/7196717890106658054" data-video-id="7196717890106658054">@khaby.lame Win a chance to be in a TikTok with me! All you have to do is 1) guess how many times « State Farm Stadium » could be mentioned during the Big Game in the comments below and 2) follow @jakefromstatefarm to find out who wins! #statefarmstadiumchallenge Rules: st8.fm/bgrules #Ad ♬ original sound – Khabane lame
The strategy led by State Farme is now adopted by many advertisers at the time of the Super Bowl. According to Brendan Gahan, partner and director of social affairs at Mekanism, interviewed by Marketing Brew, not appealing to influencers “is a missed opportunity”. “My intuition tells me that we’ll see more celebrities in ads, but you’ll see a lot of discussion and support online from content creators for the same campaign,” he said.
