The Super Bowl Is An Influencer Marketing Touchdown & Gen Z Will Be Participating

One of the most popular televised sporting events of the year is approaching.

The Super Bowl is not just an important day for football fans, but also for the marketers and advertisers who are behind the content shown before, during and after the game. I wanted to know how brands plan to engage with younger consumers, so I spoke with Ali Fadl, VP of Marketing at GRIN.

Jeff Froome: What is the role of the Super Bowl in consumer culture?

Ali Fazal: The Super Bowl is the biggest event to watch in the United States, whether you’re a football fan or not.

It allows brands to reach millions of consumers in a single session, generate brand awareness and maximize their impact across all generations. Many people watch the Super Bowl specifically for commercials, and are eager to know what content creators (celebrities, models, influencers, etc.)

More recently, the Super Bowl commercials have skipped Game Day – brands share them before the big game, and famous celebrities or creators often appear. We’ve also seen a lot of brands use ads as an opportunity to comment on social issues or cultural events – like the Pepsi ad with Kendall Jenner a few years ago. Whether the response is positive or negative to each ad, this has become a cultural moment as consumers from all walks of life discuss and debate ads on social media and with their friends and family.

Frome: How will Generation Z interact with the brands that participate in the event?

preferred: Authenticity is a critical component of how Gen Z displays and evaluates brands and their products/services. They want to be able to trust the brand, understand what it stands for, and trust that it is worth all the hype. That’s why managing creators has become so important in campaign planning. If Gen Zer sees a famous person or creator they know and trust a brand during the event, they will be more tempted to want to know more and interact with them afterward.

Frome: What role will influencers and social media play in the pre-event, in-game and post-event?

preferred: Today’s media landscape is highly fragmented with many platforms where people interact, as well as those that only push content such as print media or broadcast ads. However, the value in creators is that they help create engagement, no matter where the initial content is posted. If a creator appears in a traditional TV ad, the best bet for brand marketers is to make sure the content is pushed to creator channels and brands everywhere, before, during and after the Super Bowl.

Engagement and content volume both affect brand recall, so collaborating with creators before, during and after the game is a great marketing strategy — even if that creator isn’t in the commercial itself, but a brand evangelist on their own.

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