In 2021, it would be marketing malpractice to buy a Super Bowl ad for broadcast without having a social media component to amplify the campaign. However, figuring out the best way to use each individual social media platform as part of your campaign is the less self evident part of that equation. To help simplify the decision making process, we’ve created The Super Bowl and Social: A Guide To Campaign Success special report, which is definitely a read worth your time.
As a preview of that free report, we wanted to share 7 brand strategies for succeeding around the Super Bowl on TikTok specifically, which was the breakout social media platform of the last year.
Strategy #1. Partner With Influencers
Much like with Instagram, sponsored content posts shared by popular content creators is a key way to amplify brand content on TikTok. For example, to promote their “February Free Delivery Sundays” campaign timed around the 2020 Super Bowl, Chipotle Mexican Grill recruited TikTok influencers like Avani, David Dobrik, and Brittany Broski to raise awareness around their free delivery promotion, with Justin Bieber’s song “Yummy” playing in the background. Without Chipotle investing in an actual Super Bowl ad, the brand still managed to get 89.6 million video views around the #tiktoktimeout hashtag on TikTok, with the influencer videos racking up as much as 4.2 million Likes.
Strategy #2. Turn Super Bowl Moments Into TikTok Challenges
Jennifer Lopez starring in the 2020 Super Bowl halftime show was always going to be a big deal, but thanks to some creative marketing it was a big deal on TikTok as well. Before the game, the actress/singer/dancer previewed some of her dance moves for the game, and invited fans to recreate her moves, tagged with the #jlosuperbowlchallenge hashtag. With TikTok super-influencer Charli D’Amelio plugging the challenge; actress/singer Sabrina Carpenter participating, and Lopez sharing some of her favorite submissions, the #jlosuperbowlchallenge ended up getting 463.5 million video views on TikTok, and served as a big promotion tool for the event.
Strategy #3. Use TikTok To Share Super Bowl Teasers
Around their 2020 “Smaht Pahk” Super Bowl ad promoting the Sonata, Hyundai used TikTok to post a video of former SNL cast member Rachel Dratch showing her Boston accent getting increasingly thick. While Super Bowl teasers have traditionally been associated with YouTube; especially for content that features music or comedy, using TikTok for Super Bowl teasers is increasingly making sense for brands.
Strategy #4. Buy Promoted TikTok Challenges
The popular Billy Ray Cyrus remix of Lil Nas X’s Old Town Road has gotten 558M million video views on it’s official YouTube video. In comparison, as part of its Super Bowl campaign, Doritos bought a promoted TikTok Challenge for the hashtag #CoolRanchDance where TikTok users were doing their own version of the Old Town Road, which resulted in the hashtag getting 7.2 billion video views on TikTok. Given the rewatchable nature of short-form video, combined with it’s reach among the Generation Y audience, it’s hard to overestimate the reach possible through a promoted TikTok challenge.
Strategy #5. Create Reaction Videos
Actor Austin Zajur had a small Bill & Ted related part in Walmart’s 2020 Super Bowl ad, and shared a reaction video of the clip on TikTok that generated 3.4 million video views. Given the collaborative nature of TikTok, for example there have been 1818B video views of the hashtag #duet on the app, reaction videos are a simple and effective way to extend the conversation around a Super Bowl campaign.
Strategy #6. Use An Original Sound
Given how critical music is to TikTok, often it makes sense to create an original sound to make sure a brand’s Super Bowl related challenge connects with the audience. For instance, around their “All People Are Tax People” 2020 Super Bowl ad, TurboTax used the “All People Are Tax People (Remix) – TurboTax” song for their #W2Step Challenge, where they asked the TikTok audience to show off their own taxes themed dance moves. Ultimately the #W2Step hashtag got 3.6 billion views on TikTok.
Strategy #7. Create An Original Effect
To promote it’s The Shining themed 2020 Super Bowl campaign, Mtn Dew launched a #AsGoodAsTheOG dance challenge on TikTok, where using their Dew Twin Effect, the video would turn green and double the image of the TikToker dancing. The #AsGoodAsTheOG hashtag received 3.5 billion video views on TikTok, and was a huge contributor in raising awareness around their MTN DEW Zero Sugar drink. Whenever possible, creating an original effect is a great way for your brand to stand out around a Super Bowl campaign on TikTok.
Want more insight into social media strategies around your Super Bowl related campaign? Down our download The Super Bowl and Social: A Guide To Campaign Success special report or for even more direct feedback, request a demo today!