Even if you don’t plan on watching the Big Game on Sunday, there’s a good chance you'll see the ads, and their related content, all over social media.
Multiple brands have announced their Super Bowl ads, and many are also ensuring they reach even more customers on platforms like Snapchat and TikTok. Ad Age has rounded up the hashtags, dance challenges and filters to keep an eye on ahead of the game.
Kia’s Super Bowl commercial will center around the car maker’s new EV6 and a robotic pooch. Starting on Feb. 11, Kia will also launch its first-ever TikTok integration. Users will get to dance with Robo Dog to Bonnie Tyler’s “Total Eclipse of the Heart.” Whenever the lyrics “turn around” play, Robo Dog will turn, and users can duet the video with them turning as well. Kia has partnered with five TikTok creators, including Doug the Pug, dancer Brian Esperon, Chewie the Pomeranian mix, dancer Melissa Becraft and dancer Lauren Gottlieb.
On Sunday, DraftKings will run a national AR Snapchat lens and SoFi Stadium filter based on the sports betting brand’s Super Bowl ad. It will feature new spokescharacter Goddess of Fortune, who will award lucky DraftKings players with a special prize during the game. The lens will have first position in the U.S. Snapchat lens carousel. It will be available for users 18 years and older in states that allow daily fantasy betting, as well as users 21 years and older in states with legalized sports betting.
On top of its Super Bowl ad, TurboTax is launching a TikTok hashtag challenge, #MyTurboTaxMatch, to help promote the brand’s TurboTax Live experts. It will also create custom Tinder profiles for expert CPAs to help users find their match. TurboTax will have a personalized playlist creator on Spotify for folks who want to file on their own and listen to their favorite tunes in the process.
As part of the brand’s Super Bowl push, AFM plans to engage different social communities for the chance to win prizes with the hashtag #AlwaysGood. Avocado fans in NYC will be able to visit AFM’s pop-up Store of Goodness from Feb. 8-13. The store will feature the avocado glow apparel collection inspired by the new brand color.
Nissan’s ad, starring Eugene Levy as the action star of “Thrill Driver” is both a commercial and a fake movie. The company will put up limited-edition movie posters nationwide and release movie trailers on social media. There’s even going to be a collectible action figure based on Levy’s character. Nissan is also tapping YouTubers to post real reviews of the fake movie. Actor Jonathan Bennett has already put in his sequel audition tape on TikTok. Nissan will also use a Snapchat AR lens that will recognize any car and trigger a viral Nissan Z to burst onto the screen.
While Hyundai isn’t running a Big Game ad, its latest campaign for its Ioniq 5 stars Jason Bateman. It will use TikTok creators and the app’s green screen effect to celebrate the launch of the electric car.
Megan Thee Stallion and Charlie Puth star in Frito-Lay’s ad highlighting Flamin’ Hot Cheetos and Doritos. The brand will also run two activations, with one centered around a TikTok filter that allows users to duet a beatboxing Charlie Puth to sing into a Flamin’ Hot microphone. The other will be on Snapchat, where users will be able to use a lens created for the brand. On the day of the game, Snapchat users can point the “Snackable Screen” lens at a Dorito chip or Cheeto to see an AR dance video to Megan Thee Stallion’s song “Flamin’ Hottie,” a take on Salt-N-Pepa’s “Push It.”
While the insurance carrier is not doing an in-game ad this year, it is doing a hashtag challenge with #TeamStateFarm. The company is using Jake from State Farm as a talent scout for its next commercial. Several influencers are kicking off the duet challenge, including contortionist Anna McNulty, ex-Real Housewife of Dallas Dr. Tiffany Moon, creator Liv Pearsall, dancer Michael Le, and beatboxer Spencer "X" Polanco.
Verizon will be using a Snapchat filter for fans physically at SoFi Stadium, the site of this year's Super Bowl. Fans who use Verizon’s new 5G Ultra Wideband will be able to use the lens to join a shared, simultaneous AR experience in which they can team up and battle with other groups to take control of a giant virtual airship hovering above the field. For those still on 4G, there will be another lens based on the digital airship battle.
Hear more about Super Bowl ad plans on the latest episode of Marketer's Brief.
