Discover the 4th edition of the Super Bowl TikTok Tailgate 2024: music, sport and digital interaction for an electrifying pre-game. #SuperBowlTikTok
Mark your calendars for a spectacular celebration that promises to capture the attention of millions around the world, as the fourth edition of the Super Bowl TikTok Tailgate is announced. This flagship event stands out not only for the sheer size of its audience, but also for its dynamism in blending sports, music and digital entertainment in a cutting-edge, interactive show. Prepare yourself for a richly rewarding experience where live performances, artistic collaborations and the spirit of competition merge to offer an unforgettable pre-game to the great American soccer event.
Brand marketing strategies for the Super Bowl
All influencers, although still far from replacing traditional celebrities in Super Bowl commercials, are playing an increasingly central role in marketing strategies brands for the Big Game this year. While most brands aren't directly integrating creators into their Super Bowl TV ads, they are increasingly calling on them to lead their content strategies on social networks, both before and during the game. Nerds and e.l.f. Cosmetics, who will both be airing their first national commercials during the Super Bowl, have hired macro-influencers to appear in teasers and generate excitement on social networks. The teasers feature Addison Rae and Benito Skinner, aka "Benny Drama", surrounded by traditional celebrities.
Nick Miaritis of VaynerMedia emphasizes the importance of the week leading up to the Super Bowl as much as the day of the game itself in capturing attention through social networks. The NFL also relies on creators for its preliminary social networking program, with an increased presence of influencers in Las Vegas for this year's Super Bowl. The NFL's partnerships with creators have expanded to include figures such as MrBeast and niche influencers, to produce varied content and attract a diverse audience.
Brand engagement with influencers
Brands without Super Bowl advertising are leveraging influencers for their marketing. For example, Tums partnered with comedian Desus Nice for its "Prop Bites" campaign, and Invisalign is targeting Generation Z consumers through partnerships with designers. Brand engagement with influencers on sponsored content on social networks has increased compared to last year, offering a more accessible and affordable way to connect with audiences around the Super Bowl.
With Taylor Swift's expected participation in the Super Bowl due to the presence of the Kansas City Chiefs, brands are looking to get involved in the online discussions that will emerge during the game, often through influencers on TikTok and Instagram. However, the use of Swift's music could be limited following a licensing disagreement between Universal Music Group NV and TikTok. Fashion could become a dominant theme in unsponsored influencer content this year, with potential analysis of celebrity outfits present at the game.
Super Bowl TikTok Tailgate event
Date and place
This year's edition of the Super Bowl TikTok Tailgate will be held on the Sunday before the Super Bowl, in the very stadium hosting the big game. As usual, this festive pre-show promises an electrifying atmosphere for soccer and music fans alike.
What you need to know
This avant-garde event combines sport and digital entertainment, providing a platform where artists can interact with their audiences in a dynamic, modern setting. With the aim of creating a memorable experience, the Super Bowl TikTok Tailgate attracts increasing numbers of participants each year, both on site and remotely.
Guest artists
Gwen Stefani has been tapped by the NFL to headline Super Bowl LVIII TikTok Tailgate, scheduled for February 11, 2024, marking the fourth annual collaboration with TikTok. This pre-Super Bowl celebration, to be held at Allegiant Stadium in Las Vegas, promises to captivate fans with a live broadcast on @NFL on TikTok, including not only a performance by Stefani but also appearances by NFL figures and famous TikTok designers. Highlights of the event will also be presented during the Super Bowl pre-show on CBS.
Gwen Stefani, who enjoys over 3.2 million subscribers on TikTok, will share a mix of personal and professional content, including family moments, images of past performances and behind-the-scenes footage. Her 2004 track "Rich Girl" continues to be a resounding success on the platform, symbolizing Stefani's enduring popularity among TikTok users.
With three Grammy Awards to her name, Stefani has established herself as a major figure in music and fashion, racking up various prestigious awards throughout her career. The TikTok Tailgate at Super Bowl LVIII, which began at Super Bowl LIV to integrate fans virtually during the pandemic, has become a landmark event, testifying to the evolution of the American soccer celebration.
Super Bowl TikTok Tailgate format
Live broadcasting
The TikTok Tailgate Super Bowl will be streamed live on TikTok and other social platforms, giving music and sports fanatics everywhere the opportunity to join in the excitement, no matter where they are.
Live performances
The TikTok Tailgate stage will feature live performances by highly anticipated artists, all ready to ignite the atmosphere before the Super Bowl kicks off. These performances are designed to generate interaction with the audience and instill boundless energy.
Gwen Stefani and Blake Shelton made their mark on Super Bowl 58 by performing their new duet "Purple Irises" for the first time at the TikTok Tailgate event at Super Bowl LVIII in Las Vegas.
Shelton, 47, joined Stefani, 54, on Sunday to perform for the musical couple in front of an enthusiastic crowd.
The couple launched their new song on Friday, adding to their repertoire of collaborations. Last year, they re-recorded the iconic 1984 ballad "Love Is Alive" for the Judds tribute album.
Interactive experience
The TikTok Tailgate experience doesn't just feature live shows; it also offers a series of interactive activities enabling fans to actively participate via their mobile devices. In this way, they can enjoy a complete and personalized immersion.
This edition will feature a variety of pre-game content, including predictions, analysis and entertainment provided by leading TikTok influencers, underlining TikTok's central place in music discovery and collaborative creativity.
Activities on offer
TikTok dance contest
One of the featured activities is the TikTok dance competition, inviting participants to demonstrate their choreographic talents. The competition results in the selection of the best performances, which are then often shared on TikTok for increased visibility.
Interactive online challenges
In addition to the dances, interactive challenges will be launched on the networks, generating playful interaction and strengthening the sense of community between platform users and fans attending the event.
Meet the TikTok designers
Virtual meetings with influential TikTok creators will be organized, giving fans the opportunity to have direct exchanges with those who shape trends on the platform.
Safety measures
COVID-19 protocols
In line with current guidelines, COVID-19-related protocols will be put in place to ensure the safety of all participants. This will include measures such as checking vaccination status, wearing masks and regular disinfection of common areas.
Crowd control
Efforts will be made to control the crowds at the event through a planning meticulous logistics, optimized space planning and the deployment of skilled security personnel.
The fourth edition of the Super Bowl TikTok Tailgate promises to be a phenomenal event, seamlessly fusing music, sport and digital interaction for an electrifying pre-game that promises to be one to remember. With the increased engagement of brands through influencers to boost their presence around the Super Bowl, and the exceptional participation of stars like Gwen Stefani and Blake Shelton, this event reaffirms the growing importance of digital platforms and content creators in today's media landscape. Interactive activities, tailored security measures and live performances will all contribute to providing an immersive, unparalleled experience for fans the world over.
This year's Super Bowl TikTok Tailgate doesn't just precede one of the most eagerly-awaited sporting events; it is a true celebration of contemporary culture, where the passion of sport meets the world of digital entertainment.
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