While everyone talks about the Super Bowl’s unprecedented reach as a platform, brands should consider that the creator era is upon us.👇 Think about it… A Super Bowl spot reaches 115MM viewers. Creator Khaby Lame has 161MM followers on TikTok alone! And if you were to combine his reach across all of his social platforms, and bring in another creator like Zach King, that reach quickky becomes almost 400MM consumers! 🤯 Now to be clear - there is still massive value in the Super Bowl as a platform as it is the single largest platform to reach a mass audience in realtime at scale. But a strategy to develop some well thought out social posts that engage with these highly loyal audiences can still make a sizable impact on a brand - and that’s just what Pepsi is doing. This Super Bowl we are hosting the world’s most followed Tik Toker, Khaby Lame, on his first ever trip to Las Vegas! Khaby will be Pepsi’s official on the ground correspondent during what will be a wild Super Bowl weekend filled with some incredible Pepsi Wild Cherry moments – from meeting the Pepsi NFL Rookie of the Year, to hanging with Shaq at our exclusive Pepsi Diner Experience, to tailgating with Guy Fieri, and so much more! Make sure to follow Khaby and Pepsi on TikTok and Instagram to see more throughout the weekend. All of this is in addition to our recently announced Pepsi partnership with Zach King, where he turned the Sphere into a cherry! 🍒 (see link in the comments to watch for yourself!) The sheer reach and engagement among some of the world's top creators is truly unprecedented, as the creator economy continues to disrupt the media, creative, and production industries as we speak. So fasten your seatbelts, as creators are here to stay and will only continue to grow in importance within the marketing mix of the future. 🚀 #Marketing #CreatorEconony #Creativity #CreatorBowl #SuperBowl PepsiCo
Tommy Shull
3mo
"A Super Bowl spot reaches 115MM viewers...." Yes but, only the first watch. Isn't the goal to cause a viral conversation around the spot that everyone talks about weeks after? Pepsi is doing halftime show + ads + social + a million other things probably. Leveraging social influencers "followers" is just a piece of the overall pie for complete brand presence.
Steve Walls
3mo
If Khaby had been putting out content like "tailgating with Guy Fieri" or "hanging with Shaq" he'd have as few tik Tok followers as Pepsi. Khaby built his audience, now you're trying to buy it. That's fine, but don't impose your content on him - throw him the keys and let him drive
James Marsh
3mo
I admire your fresh approach to Super Bowl marketing and your emphasis on leveraging creators to spark conversations around Pepsi during this significant cultural event. It's evident that you're supporting these creators and allowing their expertise to shine through. I'm excited to see how this unfolds, and hopefully, you'll continue to collaborate with these creators, as well as explore opportunities with new ones in the future.
Jihane Rodriguez
3mo
All I know is, I’ve seen the Pepsi cherry so many times in the last few days that I now want a Pepsi cherry 🍒 (and I am more of an “Always Coca Cola” person) powerful stuff 💡
Adam Sumner
3mo
Yes but it’s a slippery slope because not every investment with an influencer gets you where you want to go. Sometimes you’re left looking at your account going, wait what value did we get out of that? Sounds like your goal is to hook the youngsters with the sugar water. Meanwhile you could have a diet Pepsi commercial with a super model and funny for the superbowl and get back to your roots, but with a better target audience
Peter Saluk
3mo
Apples vs. Oranges. Huge followers on social media mean very little when compared to a COMMUNAL viewing experience like the Super Bowl. The value of discovering something TOGETHER and then talking about it TOGETHER is the real value of this platform. Sure, some people will mention or share a social video, although likely not a brand one, but the majority of the viewing is solitary. Likely in a boring environment (or the toilet). I’m a big supporter of social campaigns, and they can be very successful, but I would argue that social influencer campaigns are more comparable to a regular media buy. (When the creative is good) The Super Bowl is appointment viewing that has an added value. It has even more value to NEW brands where they can be introduced to the mainstream. When an opportunity arises to run marketing adjacent to communal events, marketers should strike. (I sure hope that someone takes a shot at running a SLAP spot during the Academy Awards).
Fabio Montobbio
3mo
🥺 what a shame. He's famous for nothing
Patrick Clifton
3mo
30 second scroll on a shaky phone on the bus to work - not quite the same as sat passively watching the Superbowl at home plus all the coverage and hype around it - greater reach and higher quality engagement
Chief Marketing Officer - Pepsi
3moHere is Zach Kings Pepsi video with the Sphere: https://www.tiktok.com/t/ZT8cDMupB/