The Big Game is our Big Game. It’s the only time of year when mentioning you work in adland at a party might actually get you some follow-up questions rather than just a nod and change of subject. That’s because Sunday’s championship contest was more than just a game—it was a cultural phenomenon, spanning sports, entertainment and, of course, advertising.
We’ve all been there. You're in the office kitchen on Monday, and Simon from the strategy department starts throwing Big Game stats at you. Is 11.2 million pounds of potato chips a lot for a whole nation to eat over four hours? It sounds like a lot. I’ve never given it much thought, but I know Simon thinks it's a lot. Expect to do a lot of nodding like this over the next week.
But imagine that Simon enters the room and tells you that over half of people watching TV¹ on Sunday evening were also scrolling their TikTok FYP.
It’s no surprise really. The app is a natural habitat for popular culture—in fact, TikTok users overindex on enjoying the ads more than the game, by 27%² when compared with non TikTok users. I, for one, love nothing better than getting on TikTok during these moments. I want to know what people who are way funnier and sportier than me think about the game and the ads. And I turned to TikTok to get all the Kendrick Lamar Easter eggs hidden in his amazing halftime show.
America and the ad industry really showcase their senses of humor during the game. And having been lucky enough to be a Cannes Lions judge in the social media and influencer category last year, I can tell you that it is during these moments when brands truly bring the funny on TikTok. It goes without saying that TikTok isn't just another platform to cross-post your big budget TV commercials. The brands that really succeed take cultural moments like the Big Game and extend their story online.
This year, some standout brand moments on TikTok during the Big Game included:
- HexClad: The hybrid cookware brand teased its spot on social in the weeks prior to the big ad reveal, and it made great use of subcultures on TikTok, like the flight attendant creator and the location guessing creator whose TikTok has over 42 million views and 4.2 million likes.
- Taco Bell: Doja Cat posted some very funny TikToks about her non-role in the Taco Bell ad in the lead up to the Big Game. And on Sunday, Taco Bell released a unique TopView filter, like this one, allowing users to insert themselves into the spot and show off their true fandom.
- Instacart: This ultimate brand crossover ad went crazy on TikTok. The action was in the comments when many of the brands featured in Instacart's Big Game ad jumped in to continue the hype.
- Doritos: #DoritosCrash has been building on TikTok for months as they ran a commercial creation contest and showed live reactions from the winners. It's the ultimate fan prize. Congrats Dylan and Nate.
- DoorDash: Comedian Nate Bargatze, fresh off his “SNL” monologue about his love for DoorDash, stars in this ad inspired by the "girl math" trend, which even included a partnership with the trend’s original creator to kick things off on TikTok. Lots of positive real-time commentary of this spot on TikTok.
- NerdWallet: Kieran Culkin voicing a “spokesanimal” beluga whale was … genius. It was great to see the brand posting photos on TikTok featuring the beluga IRL in New Orleans, and partnering with creators on TikTok to “remix” their TV spot.
- Lay's: Bless Little Farmer. This commercial featured no celebs. No jokes. Just cute storytelling. They also partnered with a bunch of TikTok farmers (who, yes, have massive followings) to bring their own spin to the Lay's grown local story. Plus, Lay’s was live on TikTok with two potatoes watching the game. What's not to love?
Of course, the Big Game isn’t the only major televised, cultural event of the year—the Oscars and March Madness both air next month, and there are many more after that. To start planning how to make the most of the moment, here are three tips on how brands should consider showing up during these events:
- Timing is everything: A solid gameday TikTok strategy needs to start well before kickoff. Create a series of TikTok ads that takes your audience on a journey and keeps them talking long after the confetti falls.
- Don't just use the same creators: You don’t need the $8 million budget of a Big Game TV spot to make an impact on TikTok. Brands really get it right when they partner with creators big and small, who truly care for their business, product or brand (like Lay's farmers), not just the celebs and large creators we're already familiar with.
- Stop trying to tap into culture and start participating in it: More than a third of viewers say they watch major sporting events to be part of cultural conversations, so how will your brand show up and add to their experience?
Sources:
1. TikTok Marketing Science Global, Custom Olympics Survey via Suzy, January 2023.
2. GWI, Zeitgeist, January 2024, TikTok Users 18+; TikTok's use of this data does not equate to an endorsement.
