During Super Bowl LVIIII, creators were everywhere.

Thanks to the boom in influencer marketing, creators with large followings on platforms like YouTube and TikTok are getting a bigger role during the Super Bowl season. In the weeks leading up to the annual football game, brands turned to digital natives in hopes of expanding the reach of their campaigns.

In the 58th episode of “The Big Game,” the creators played several positions.

The Logan Pauls and KSIs of the world may be using the Super Bowl to promote their products, but for other influencers, collaborating with advertisers has opened new doors. It’s not just brands that are jumping on the influencer marketing trend, even NFL itself pays attention to the growth of content for authors. Without further ado, here are some partnerships that caught our attention in the first days of February:

Authors are like machines for creating an advertising campaign.

Addison Rae appeared briefly during NerdsA Super Bowl commercial featuring a giant gummy candy performing a dance routine. This was Rae’s first appearance in a Big Game video.

But these days, the Super Bowl advertising mania extends far beyond the game itself. Brands can improve the effectiveness of their high-value Big Game campaigns by collaborating with their creators in the days leading up to their launch. That’s exactly what the Nerds did when they recruited Ray. to preview the Super Bowl spot. Rae appeared as a giant gumdrop dance coach in the short teaser, which has received more than 320,000 likes.

@addisonre Guess who I’m training…?! tune in to find out!! @Nerds Candy 2.11 #ad ♬ original sound – Addison Rae

Ed EastFounder and CEO of an influencer marketing agency Billion Dollar Boysawning AdAge that influencer partnerships may explain the limited supply of the Super Bowl. “There are only a certain number of spots in the game, but there are a lot of brands that want to reach audiences around the Super Bowl,” East said. “So digital creators are a much more accessible and accessible route where you can make a comparative impact.”

Other brands that have taken a similar approach to Nerds include: elven cosmetics And Pepsi. The Elves’ Super Bowl hype machine included an appearance Benito Skinneraka Benny Dramawho played a Gen Z brand intern. Pepsi linked its Super Bowl activities with sponsorship Sphere in Las Vegas. Zach King showed a typical burst of creativity by pretending to drink Pepsi from a spherical room.

Authors as representatives of the platform

YouTubers and TikToks around the world are no strangers to the Super Bowl hype machine. In the past, they placed advertisements during the game and also collected advertisements from other companies in centralized hubs.

We’ve already predicted that content creators will play a big role in paid media in 2024, and two platforms used their Super Bowl airtime to take advantage of this trend. Website builder Square space took advantage of Martin Scorsese’s TikTok fame by casting him and his daughter in his “Big Game” campaign. And YouTube’s ad for its television service, centered on the NFL Sunday Ticket package, included a cameo Hot master Sean Evans.

YouTube is wise to approach creators as representatives of its television service. Since YouTube acquired the rights to NFL Sunday Ticket in 2022, YouTube TV subscriptions have grown from five million to eight million.

Authors as NFL Partners

Speaking of NFL Sunday Ticket, the all-access football package has helped strengthen the ties between the creators and the professional football community. Thanks to this synergy, influencer partnerships around the Super Bowl can expand beyond brand sponsorships. Some football-obsessed writers work directly with the NFL and its athletes.

Information reported that the NFL worked with a “record number” of creators during Super Bowl LVIII, including big names like MisterBeast, Mark RobertAnd Destruction. For its final event of the year, America’s most popular sports league capitalized on the momentum it has built from YouTube initiatives like Creator of the Week.

To work with more sports-inclined writers, the NFL took a page from the NBA’s book. Stars AMP And RDCWorld participated in football match with flag it happened in Vegas two days before the Super Bowl. If this sounds familiar, it’s because these two sets of creators also clashed in the flag football showdown that preceded last year’s NFL Draft.

Creators as Super Bowl correspondents

Live updates from NFL championship games aren’t just about Katie Feeney anymore. This year, many creators shared their Super Bowl experiences on their social media.

Authors like it Adam Waheed And Ryan Trahan served as the NFL’s “on-scene reporter”, the NFL’s Senior Vice President of Social Marketing, Influencer and Content Marketing. Ian Trombetta said AdAge. With influencers in advertising, influencers in pregame campaigns, influencers in the stands, and influencers on the sidelines, this year’s Super Bowl gave creators their biggest presence yet.

Will The Great Game offer an even greater influx of original content next year? We’ll have to wait until Super Bowl LVIX to find out. Thanks to the influencer marketing boom

, creators with large followings on platforms like YouTube and TikTok are getting a bigger role during the Super Bowl season. In the weeks leading up to the annual football game, brands turned to digital natives in hopes of expanding the reach of their campaigns.

In the 58th episode of “The Big Game,” the creators played several positions.

The Logan Pauls and KSIs of the world may be using the Super Bowl to promote their products, but for other influencers, collaborating with advertisers has opened new doors. It’s not just brands that are jumping on the influencer marketing trend, even NFL itself pays attention to the growth of content for authors. Without further ado, here are some partnerships that caught our attention in the first days of February:

Authors are like machines for creating an advertising campaign.

Addison Rae appeared briefly during NerdsA Super Bowl commercial featuring a giant gummy candy performing a dance routine. This was Rae’s first appearance in a Big Game video.

But these days, the Super Bowl advertising mania extends far beyond the game itself. Brands can improve the effectiveness of their high-value Big Game campaigns by collaborating with their creators in the days leading up to their launch. That’s exactly what the Nerds did when they recruited Ray. to preview the Super Bowl spot. Rae appeared as a giant gumdrop dance coach in the short teaser, which has received more than 320,000 likes.

Ed EastFounder and CEO of an influencer marketing agency Billion Dollar Boysawning AdAge that influencer partnerships may explain the limited supply of the Super Bowl. “There are only a certain number of spots in the game, but there are a lot of brands that want to reach audiences around the Super Bowl,” East said. “So digital creators are a much more accessible and inexpensive route where you can make a comparative impact.”

Other brands that have taken a similar approach to Nerds include: elven cosmetics And Pepsi. The Elves’ Super Bowl hype machine included an appearance Benito Skinneraka Benny Dramawho played a Gen Z brand intern. Pepsi linked its Super Bowl activities with sponsorship Sphere in Las Vegas. Zach King showed a typical burst of creativity by pretending to drink Pepsi from a spherical room.

Authors as representatives of the platform

YouTubers and TikToks around the world are no strangers to the Super Bowl hype machine. In the past, they placed advertisements during the game and also collected advertisements from other companies in centralized hubs.

We’ve already predicted that content creators will play a big role in paid media in 2024, and two platforms used their Super Bowl airtime to take advantage of this trend. Website builder Square space took advantage of Martin Scorsese’s TikTok fame by casting him and his daughter in his “Big Game” campaign. And YouTube’s ad for its television service, centered on the NFL Sunday Ticket package, included a cameo Hot master Sean Evans.

YouTube is wise to approach creators as representatives of its television service. Since YouTube acquired the rights to NFL Sunday Ticket in 2022, YouTube TV subscriptions have grown from five million to eight million.

Authors as NFL Partners

Speaking of NFL Sunday Ticket, the all-access football package has helped strengthen the ties between the creators and the professional football community. Thanks to this synergy, influencer partnerships around the Super Bowl can expand beyond brand sponsorships. Some football-obsessed writers work directly with the NFL and its athletes.

Information reported that the NFL worked with a “record number” of creators during Super Bowl LVIII, including big names like MisterBeast, Mark RobertAnd Destruction. For its final event of the year, America’s most popular sports league capitalized on the momentum it has built from YouTube initiatives like Creator of the Week.

To work with more sports-inclined writers, the NFL took a page from the NBA’s book. Stars AMP And RDCWorld participated in football match with flag it happened in Vegas two days before the Super Bowl. If this sounds familiar, it’s because these two sets of creators also clashed in the flag football showdown that preceded last year’s NFL Draft.

Creators as Super Bowl correspondents

Live updates from NFL championship games aren’t just about Katie Feeney anymore. This year, many creators shared their Super Bowl experiences on their social media.

Authors like it Adam Waheed And Ryan Trahan served as the NFL’s “on-scene reporter”, the NFL’s Senior Vice President of Social Marketing, Influencer and Content Marketing. Ian Trombetta said AdAge. With influencers in advertising, influencers in pregame campaigns, influencers in the stands, and influencers on the sidelines, this year’s Super Bowl gave creators their biggest presence yet.

Will The Great Game offer an even greater influx of original content next year? We’ll have to wait until Super Bowl LVIX to find out.