The Super Bowl for decades has served as advertising’s flashiest night of the year, drawing a slew of brands to craft witty, often star-studded commercials — Super Bowl LVII being no different. This year, however, social media marketing surrounding the game proved to stand on its own when compared to more traditional creative ploys, according to recent findings from global influencer platform Captiv8.
Boasting 113 million live TV viewers, Super Bowl LVII was the second most-viewed, non-overtime game in history, according to report details shared with Marketing Dive, representing a major win for both the NFL and the victorious Kansas City Chiefs. Social media also served as a powerful awareness driver. For example, the hashtag #SuperBowlLVII on TikTok alone collected 225 million views, more than double the game’s live viewership.
