Social-Bowl LVII
Digital Natives
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The most social Super Bowl ever
The Super Bowl is the pinnacle of US television advertising but among the celebrity fuelled commercials, there were a few more social media elements than usual. It seems that after a decade of dual-screening (using a mobile phone while watching television) social’s now the star of TV too.
Social stars on TV
Logan Paul and KSI premiered their newest advert for Prime energy drinks . Prime spent an estimated $7 million on the 30-second Super Bowl TV spot. Instead of utilising nostalgic big celebrities and glossy production values, they showcased a social aesthetic that made them famous. The average social media post is scrolled past in less than two seconds so if an influencer can win attention in 2 seconds then it is clear they have the power to hypnotise in 30.
YouTuber Jimmy “Mr Beast” Donaldson had a surprise appearance in a Super Bowl commercial to highlight women in GridIron – he even later on Twitter appeared to question the cost of the media spot stating “If anyone wants to reach 100M people for less then $7M just let me know”.
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Product placement talks
You don’t need a TV ad to make an impact at the Super Bowl. Rihanna’s Fenty Brand racked up millions of organic views with their Super Bowl-themed foundation post. Meanwhile, US gym chain Anytime Fitness inserted itself into this year’s Super Bowl without spending any money. Whenever in the broadcast someone – an announcer, a halftime performer, an ad spokesperson – said ‘anytime’ viewers just had to tweet them for a chance to win a year’s free membership or a holiday to any country where the company does business.
As Doritos have proven social work best together. In January Doritos launched a teaser for their 30 second ad across their social channels with the help of Jack Harlow. They invited fans to share dance videos on TikTok for a chance to star in the company’s final Super Bowl ad. It was a true 360 campaign!
Social-first TV
Social has changed every aspect of media and culture - even the once revered TV advert is not immune. Social-first means that social is the media channel that the rest of a brand’s media should orbit around. From TV ads to Shopper media, over the coming weeks, we will be sharing our thoughts on what social-first means for other media types .