Brands Are Leveraging Creator Work For Super Bowl Social Promos
Doritos, Tubi are leading in social promos ahead of the Super Bowl, according to Tubular Labs data.
Super Bowl advertisers have taken to social video in recent years to help drive hype in advance of the big game. According to Tubular Labs, there are brands who are already dominating social attention with creator help, and no advertiser has found more success there than Doritos this year:
The snack brands’ “Crash the Super Bowl” creator partnerships have scored the two most-watched U.S. Super Bowl videos on TikTok since Jan. 20:
- Louis Levanti’s video has 46 million views since first appearing on Jan. 21.
- A.J. & Big Justice have 32 million views with their video since Jan. 24.
- Other Doritos TikTok partners already have included: Nate Norrell, Kristin Chenoweth and Tyric.
Doritios isn’t alone in generating buzz before the game with creator help. Tubi has also gotten in on the act in advance of its new shoppable Super Bowl ad coming this Sunday:
- A.J. & Big Justice are active there too, with 3.3 million views so far for their promo.
- Comedienne Hannah Berner also has 3.1 million views of her own in an appeal toward her audience that skews more toward female viewers and reality TV fans.
- Spencer Pratt also has his own Tubi promo from just days ago, already earning 2.6 million views.
Tubi has also worked with creators like Tineke Younger, BeachCrimes, CourtRevolution, Benton McClintock, Jonta Harris and Jess Lucaro to the tune of 13.8 million views already.
@louislevanti #Ad @Doritos is crashing the Super Bowl and I am SO excited. Visit doritoscrash.com to vote for the ad they will air during the Big Game 😱🏈 #DoritosCrash ♬ original sound - LOUIS LEVANTI