Super Bowl 2025 social media strategies—how brands and agencies are approaching X, TikTok, Instagram and more

Fetch has ramped up its infrastructure to handle up to 20 million users flooding its app Super Bowl Sunday, drawn in by a $1.2 million livestream money drop tied to its first Big Game ad. The high-stakes moment poses a major technical and brand challenge for the rewards app, as social media will be watching—and reacting instantly—determining whether Fetch’s Super Bowl gamble pays cash or crashes under pressure.