How Creators & Brands Are Partnering For The Super Bowl

Source: PRIME

Charli D'Amelio's appearance in Sabra's 2020 Super Bowl commercial sparked speculation that brands would increasingly turn to digital creators instead of celebrities for their big game ad spots. Despite the hype surrounding the creator economy, few creators are expected to appear in TV spots this year. However, creators are still a big part of many brands’ advertising efforts for the year's biggest event.

Brands are utilizing various strategies for collaborating with creators this year, and a few campaigns stand out. These campaigns highlight the innovative ways that creators and brands can partner for the big game through traditional ad spots and social campaigns and what we can expect in the future.

Vibin With Tay x Doritos: #DoritosTriangleTryout

Doritos teamed up with TikTok star Tay Bloomer for a TikTok Hashtag Challenge, where he created a “triangle-inspired dance” and invited fans to recreate the dance for a chance to be featured in Doritos' Super Bowl ad. Bloomer and challenge winner Angelita Yadao-Payad will appear in the commercial along with Jack Harlow, Missy Elliot, Elton John, and others. Bloomer’s sponsored video has generated nearly 17 million views, while contest entry videos have accumulated a whopping 13 billion views.

This hybrid approach is for brands like Doritos, which still place a great value on Super Bowl commercials while recognizing the importance of social media. By tapping a TikTok star to lead a challenge, Doritos was able to drive a significant amount of user-generated content and create excitement for what will be its 42nd Super Bowl commercial. It also shows how brands can get their communities to participate through challenges that can provide consumers with once in lifetime opportunities.

Khaby Lame x State Farm: #StateFarmStadium Challenge

State Farm, which sponsors the stadium where the Super Bowl will be held, is forgoing a traditional ad spot again in favor of a TikTok-based campaign. Led by the most-followed TikToker, Khaby Lame and Jake from State Farm and supported by other creators like Spencer X, Michael Le, and McKenzi Brooke, State Farm is running the #StateFarmStadium Challenge. Viewers can enter for a chance to appear in one of Lame’s TikTok videos by guessing how many times State Farm Stadium will be mentioned during the FOX Super Bowl broadcast via a comment on Lame’s video. The campaign video has already accumulated over 185 million views, 985,000 likes, and 12,700 comments and is expected to see even more engagement before the challenge ends.

With 30-second Super Bowl spots going for as much as $7 million and more in production costs, many brands see the TV spots as a less-than-ideal investment, especially with today’s macroeconomic conditions. Plus, combining creators and platforms like TikTok can help them generate similar or even better reach at a much lower price. For brands to make an impact with these types of campaigns, partnering with creators who have a solid following is essential.

Logan Paul & KSI: PRIME

A creator-produced commercial will air during the Super Bowl for the first time. YouTubers Logan Paul and KSI will run an ad for PRIME, their beverage company that has become a viral sensation and generated $250 million in retail sales. The YouTubers have already raised significant awareness for PRIME through their channels and a recent partnership with UFC. However, the ad spot will allow them to reach a larger audience, especially those who may not constantly be on their phones.

Given the steep cost, it is unlikely that many creators will invest in airing their own commercials in the immediate future. There are probably less than a dozen creators with the fame, capital, and viable product where spending money on a Super Bowl commercial would make sense. In addition, today's most prominent creators usually have a strong following among Gen Z and millennials, making reaching them more cost-effective through social media than traditional ads. In the case of Paul and KSI, this is the opportunity to capture the attention of older generations, which can become new customers.

Can Creators Replace Celebrities?

Will creators eventually replace traditional celebrities in Super Bowl spots? It's possible, but it will take a while to get there. The Super Bowl audience is older, meaning that even though creators may be popular, many don’t have the same recognition or appeal across generations as mainstream celebrities such as professional athletes, actors, and models.

For now, brands will feature creators here and there but continue to save ad spots for celebrities to create big moments and maximize their share of voice during the game. At the same time, they will rely on creators heavily to reach the elusive Gen Z audience through social campaigns that lead up to and continue beyond the game. TikTok looks to be the platform of choice for such campaigns, but with the emergence of YouTube Shorts and YouTube's new partnership with the NFL for Sunday Ticket, YouTube is posed to play a more significant role in future games.