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Influencer Marketing Campaigns During The Super Bowl

The Super Bowl is one of the most watched television events in the United States, so it is no surprise that brands use this opportunity to launch marketing campaigns. Companies are usually willing to pay top dollar to work with top influencers on campaigns to get their brand names out to the 100 million+ people tuning into the Super Bowl. Check out some of the top influencer marketing campaigns during the Super Bowl over the years.

Influencer Marketing Campaigns During The Super Bowl

BMW “Zeus and Hera” 2022

Influencers: Arnold Schwarzenegger and Salma Hayek
Reach: 99 million people
Cost: $11 million + undisclosed amount to influencers

Influencer Marketing Campaigns During The Super Bowl
BMW wanted to make a memorable commercial with these particular influencers. Keeping the commercial light but still heavily focused on their new vehicle.

This commercial has Arnold as Zeus and Salma as Hera; they are a retired couple who moved to Palm Springs. Zeus has trouble with electronics being the older retired man that he is. The story quickly turns into introducing the new BMW iX, their new electric SUV. The commercial is very memorable and makes everyone smile and that is the importance of those commercials.

Amazon Alexa 2022

Influencers: Colin Jost and Scarlett Johansson
Reach: 99 million people, + 20+ million on Youtube
Cost: Ad was 90 seconds so about $16 million + undisclosed amount to Jost and Johansson

Influencer Marketing Campaigns During The Super Bowl
The Ad has a mixture of humorous and informational ways in explaining what Alexa can do inside your home. The title is “mind reader” because of the seemingly mind-reading capabilities it seems to have sometimes. The couple pokes jokes at each other with Alexa once turning on the blender through Alexa when Colin is telling Scarlett about his weekly plans.

This was clearly a very memorable commercial showing the funny aspects of the Amazon Alexa and also using star power to really get the viewers to watch and want to buy their product.

Doritos 2020

Influencers: Lil Nas X and Sam Elliot
Reach: Over 100 million people and 25+ million on Youtube and other platforms
Cost: $11.2 million + undisclosed amount to Lil Nas and Elliot

Influencer Marketing Campaigns During The Super Bowl
At the height of Lil Nas X and his hit song, Doritos and Sam Elliot made a great commercial to target the younger audience with Lil Nas but also portraying Sam Elliot who is an older actor much loved by the older demographic.

The Ad depicts Lil Nas X and Sam Elliot set in an old western town having a dance-off to see who wins the bag of cool ranch Doritos. In the end Lil Nas X took the bag and asked “who's next” while their last words were “cool ranch just got cooler”.

Old Spice 2010

Influencer: Isaiah Mustafa
Reach: 106 million on TV and an additional 50+ million after the ad previewed on TV
Cost: $3 million + Amount paid to Mustafa

Influencer Marketing Campaigns During The Super Bowl

Isaiah Mustafa, Actor, and former NFL player starred in an Old Spice ad speaking to women but indirectly to all men. Old Spice is more for men and this commercial targets men's desire for women and keeping up with their hygiene.

It starts with Mustafa in the bathroom and quickly moves into these crazy scenarios of him on a boat and with diamonds. He claims if your “man” can smell like he does he would have the ability to do everything seen in the commercial.

These are just a few examples of Super Bowl marketing campaigns that were successful in generating buzz and sales. Although running campaigns during the Super Bowl can be costly, it doesn’t always have to be! Sign up for OpenSponsorship for free HERE and get in touch with one of our reps to discuss more affordable yet effective options for your next marketing campaign! We have a roster of 15,000+ athletes, musicians, teams, and events ready to work with you on your next successful campaign.


Jayson is a content marketer at OpenSponsorship. He often shares insights about how brands can effectively work with athletes on marketing campaigns.