Creators appeared at the Super Bowl ‘more than ever’ this year

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There was no shortage of celebrity talent in this year’s Super Bowl campaigns, but the same can be said for creator talent, both in advertising and online.

“[Brands are] We will certainly be integrating influencers more than ever into their entire Super Bowl marketing strategy,” said Emily Brown, associate director of strategy at influencer marketing agency Billion Dollar Boy.

So where exactly did we see the creators at the big game this year?

On the small screen: It’s become increasingly common over the past five years for brands to cast creators like Charli D’Amelio, Addison Rae, and Alix Earle as leads in their Super Bowl ads, and that trend showed no signs of slowing this year, with cameos like:

• Salesforce places MrBeast centrally in an advertisement that is presumably targeted 12 year SaaS experts.
• Poppi casts creator and actor Rachel Sennott to party for ‘vibes’ with Charli xcx.
• Amelia Dimoldenberg and Addison Rae appear on the stands in versions #314 and #1,049 of the Uber Eats ad, respectively.

Other creators have made more subtle IYKYK-type cameos:

• T-Mobile’s ad featured a cameo from Druski, the brand’s “Chief Switching Officer,” who was part of a crowd of rabid Backstreet Boys fans.
• Kinder Bueno cast Bravo star and internet personality Paige DeSorbo in the role of a mission control center.
• In Meta and Oakley’s spot was Darren Watkins Jr., known as IShowSpeed supervision AI glasses.
• Hellmann’s food influencer Keith Lee as background guest while Andy Samberg performed “Sweet Sandwich Time.”

Overall, Brown said she was surprised by the number of creators who appeared during the in-game advertisements. There was a strong Gen

Report live: Although Alix Earle was not in an ad this year after appearing in two ads for Poppi and Carl’s Jr. last year. sat, she wasn’t completely absent from the broadcast, making a cameo during Bad Bunny’s halftime show. She also traveled to the game and posted content on behalf of restaurant chain Raising Cane’s, which Brown said was an online campaign that stood out.

“She was able to integrate Cane’s into her content in a very natural way, like she was doing ‘get ready with me for the Super Bowl’ and she happened to be wearing a vintage football-style Raising Cane’s sweatshirt,” Brown said. “That’s definitely something that me and my team have been talking about in terms of very authentic, organic content.”

Overall, Brown noted how many brands chose to make the Super Bowl a maker journey. Vita Coco brought creator Romeo Bingham, who created the brand’s latest jingle, to what it called the “Romeo Bowl.” Olipop partnered with Cocokind to fly out customers as part of a fan trip. Microsoft Copilot teamed up with creator Brigette Pheloung, known as Acquired Style, who flew to the game with her sister.

“It helps to be able to integrate makers [newer brands] stand out among the old-school brands that play it safe with traditional Super Bowl apps,” said Brown.

With other major sporting events like the Olympics and the World Cup approaching, Brown said she expects to see even more appearances from creators in advertising and on stage.

“Brands are really leaning toward the influencer trip, making the whole Super Bowl weekend part of that,” she said.