By Jenny Foye

The use of celebrities in Big Game advertisements has recently skyrocketed. In fact, “in the past eight years, the number of brands casting celebrities in their Super Bowl commercials has doubled.” (Campaign US). This year, the use of celebrities went up 13% from last year, and celebrities were seen in 63% of the advertisements that were aired. Brands are competing for maximum exposure and brand awareness and using high-profile celebrities, athletes, influencers and other big-name Hollywood individuals helps to capture an audience’s attention immediately. Over 100 million people watch the Super Bowl each year which makes it the perfect opportunity for brands to use celebrities and the power and influence they hold in order to market themselves. 

The Rise of Influencer Marketing in Super Bowl Ads 

Not only did we see big Hollywood celebrities in advertisements this year, but we also saw influencers as the face of some brand’s advertisements. Take Poppi for example – a gut-healthy soda brand that is targeting their marketing towards a younger audience. It is clear that Poppi did their market research and knows their audience extremely well. Poppi aired two advertisements featuring a variety of social media influencers, including Alix Earle, Jake Shane, Robert Rausch, and Noah Beck. Alix Earle is currently one of the biggest creators out there right now and is known for her authenticity online.  

Not only was Alix featured in Poppi’s advertisement, but she also starred in an advertisement for Carl’s Jr.’s new “Hangover Burger”. Carl’s Jr. is another brand that conducted their research correctly when deciding who to feature in their advertisement. Like previously mentioned, Alix is known for her authenticity and also her “party-girl” lifestyle. She also hosts a podcast called “Hot Mess”, which was mentioned briefly in the ad. The point of the advertisement was to generate awareness for the new menu item as well as their rewards program. Alix mentions that hangover burgers will be free the day after the big game with the use of the Carl’s Jr. App and says it will “help cure that post party bug”. Totally on brand for what they are trying to promote! 

Why does this form of marketing work? 

Companies this year paid the price of $8 million for a 30-second time slot during the big game. This price does not include the millions of dollars that they pay the celebrities to be in their advertisements. The reason for doing this is that people are more likely to choose a product that is endorsed by their favorite influencer or celebrity because they are someone that they trust.

In a study conducted by “Wharton”, they measured the gaze of consumers watching an ad featuring a celebrity. Viewers tended to look at the celebrity featured rather than the product. This could potentially lead to the celebrity overshadowing the product, but in the end, this type of marketing happens to be extremely successful. We tend to follow the lead of “high-status” individuals because they are seen as successful, and we trust them, which is why celebrity and influencer marketing is such a hit during the Super Bowl! 

Concluding Thoughts

The evolution of Super Bowl advertising highlights just how powerful celebrity and influencer marketing has become today. The rise of influencer marketing specifically shows how advertising strategies are shifting to align with the younger audiences who relate to these online personalities. As Super Bowl advertisements continue to change and evolve each year, we can expect to continue seeing the usage of celebrities and influencers to not only keep the ads entertaining, but also because it is a key component to modern marketing success. 

Sources

Why Celebrities Become Staple Super Bowl Ads

The Marketing Psychology Behind Celebrity Endorsements

Celebs Dominate the Super Bowl

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