Influencer Marketing Super Bowl Playbook: Favorite Game Day Inspired Content
The cost of a 30-second TV spot at Super Bowl LIX is $8 million. And more than 120 million people are expected to be watching this Sunday Night. That’s an incredible number of captive eyeballs and an eye-watering amount of advertising dollars.
Most of those eyeballs will also be watching their second screen during the game, scrolling social for reactions to ads and to see how their favorite creators are celebrating game day. So influencer marketing and the Super Bowl go hand in hand.
While your campaigns are probably ready to roll for the big game, we’re sharing three of our favorite pieces of football-focused influencer content from past campaigns and why they worked. And here are a few of our favorite pieces from last year as a bonus.
Ling Ling Potstickers – @eatswithevad
This TikTok by foodie creator Eva showcases Ling Ling Potstickers as the ultimate game day food. The video highlights how they’re not only easy to prepare, but also perfect for game day, and it makes a strong case for why Ling Ling Potstickers should be a go-to snack for any gathering. Eva is all about delicious content, so her audience was primed to hear about something new, and ate her content up.
Engagements: 3K+ (41% above benchmark)
@eatswithevad #ad Ling Ling Potstickers will elevate your next game day! Use the link in my bio to add Ling Ling to your cart today @LingLingAuthenticAsianFlavor #GameDayWithLingLing #LingLingAsianKitchen #AccidentalRestaurant #Potstickers #gamedaysnacks #gamedayfood #gamedaysnackideas #linglingpotstickers #potsticker ♬ 1901 – Instrumental – Phoenix
Dr Pepper® Slushies – @ninjacue
Creator Jordan brought a fun and refreshing way to enjoy Dr Pepper during football season. His engaging reel demonstrates how to make a homemade Dr Pepper Slushie, the perfect game day drink to pair with classic football snacks take your tailgate or watch party up a notch. Jordan’s content typically focuses on grilling and BBQ, bringing Dr Pepper front of mind for a male-focused audience.
Engagements: 22K+
Up Your Snack Bowl Game – @realdadofgenius
This Instagram Reel by Drew Dixon brings a comedic twist to game day prep, celebrating football season with the ultimate tailgating spread featuring a variety of snacks. Drew’s audience loves to laugh, and he brought his dad joke A-game to this campaign while showcasing a variety of diverse products in a way that felt natural to his brand.
Engagements: 171K+
What’s your favorite piece of Super Bowl content? Join us on LinkedIn and let us know.
And if you’re planning for another cultural moment like the Super Bowl, get in touch with us and we’ll talk about how influencers can help.
