If you’re a football enthusiast, you know that the biggest game of the year is coming up in the beginning of February. The game will be held in Las Vegas, but it’s not just a big day for football. This game is one of the biggest days of advertising, whether on that day or leading up to all the festivities. The Super Bowl usually gets over 100 million views from football lovers and non-football lovers alike. According to Statista, the 2023 game drew 115 million viewers in the U.S. Prepping your football influencer marketing strategy to take part in the festivities is essential. Because there is so much competition for advertising dollars during the big game, incorporating the Super Bowl into your influencer marketing strategy is a cost-effective way to take part. You can use your creator partnerships to generate hype before the game and continue the conversation about your products after the game.
Big and small brands alike are turning to influencer marketing as a way to advertise during the game. State Farm didn’t run any pricey commercials and instead partnered with TikTok influencer Khabane (@Khaby.lame) who has about 162 million followers. Khabane and @jakefromstatefarm created the #statefarmstadiumchallenge on TikTok, generating 223.9 million views. The challenge as a whole garnered 330 million views.
Here are a few recommendations on how to incorporate the big game into your influencer marketing campaigns for this football season.
Timing is everything
Time your influencer marketing campaigns for the middle and end of January and the beginning of February. The conversation may even continue after the game, depending on your content. You don’t want to start pushing information out there too far out from the game, though, since it will no longer be top of mind. If you’re having influencers promote products they can use at their own parties at home, start that a couple of weeks out from the game to give people time to decide how they could incorporate your product into their day’s plans.
Make a play on football traditions
The big game brings in some equally big traditions and superstitions. Even if your favorite team isn’t playing, many Americans have parties or family get-togethers to watch the game together. Many influencers, especially decor, homemaking and food creators, are already incorporating the football game into their content so collaborating will them is ideal. Allow creators to come up with creative ways to work together, perhaps by using your product in their decor or sharing a recipe.
@macy.blackwell DIY Snack Stadium!🏈 Materials: (2) 30” x 20” foam boards 2 poster boards Glue gun & Glue sticks 12” x 8” aluminum pan Yard Stick Craft Knife or Box Cutter Optional: Print outs for customizing Jumbotron & outer border Followed a tutorial from (jehancancook) on Pinterest! #snackstadium #superbowlsunday #superbowlparty #Superbowl #superbowlfood #gamedayeats #gamedayfood #superbowlideas #diy ♬ Hey Song (Rock and Roll Pt 2) - Hockey Mix - Sports All-Stars
Prep the party
There’s also a lot of prep that goes into these traditions and parties, so work with an influencer on cleaning up for the day, prepping an outfit, setting up their viewing space or picking the best line-up for fantasy football.
Your brand can also partner with influencers to create a challenge to encourage user-generated content and participants can be entered to win a prize, similar to the State Farm challenge mentioned above. This is a way to connect with multiple influencers and audiences all at one time.
Don’t forget to start planning your campaigns well ahead of time. Our best recommendation is to get started sooner rather than later.
For example, your planning should begin in the fall before the game. The process of finding influencers for the football campaign should take place in October and November, including onboarding creators. Influencers can then shoot the content sometime between November to January, which gives your team enough time to review the content, request revisions, and approve the content for posting. Give creators a posting window so they have some freedom to post at the best time for their followers.
Find influencers who could be a good fit for your big game strategy by using IZEA’s Marketplace today.