The Super Bowl Recap of Marketers’ Dreams
Super Bowl LIX was basically the Met Gala for ads—big budgets, bigger egos, and a whole lot of debate over who actually won. From brand touchdowns to marketing fumbles, here’s what had social media talking long after the final whistle.
Last night’s Super Bowl LIX game wasn’t just about football. Between multi-million dollar ad placements and Kendrick Lamar’s highly anticipated halftime performance, the game sparked plenty of conversation.
On social media, marketers were quick to weigh in—breaking down which campaigns stood out, what captured the most attention, and how brands leveraged cultural moments.
From Poppi’s influencer marketing strategy to the most talked-about moments from the halftime show, here’s what had the marketing community buzzing.
United Airlines’ Big Meme Moment
A well-timed social media post can sometimes drive just as much—if not more—impact than a traditional ad. One of the standout brand moments on social last night came from United Airlines.
Just minutes after the halftime show ended, United dropped this meme, tying this clip of Kendrick’s performance with airport humor. The post quickly gained traction, racking up nearly 7M views and 66K likes on X alone.
The LinkedIn community also joined the conversation:
Lauren Aiden, the social media manager at United, reflected on the huge reach this post had, thanking the social team as well.
Meme Moment Turned Into Legal Risk?
While United Airlines’ meme had its big moment, another conversation emerged around the potential risks of using copyrighted content of a celebrity’s likeness without permission.
Creator Jack Appleby sparked this discussion, pointing out that while many social media managers praised the post as one of the best real-time marketing plays on the Super Bowl, it also raised legal and ethical concerns.
His take serves as an important reminder for marketers: while speed and creativity are key in social media, technicalities like copyright and usage rights can have serious implications.
The Power of Social Media in Super Bowl Marketing
Some of the night’s most-talked-about brand moments didn’t come from traditional ads but from clever social plays. AriZona Iced Tea got some attention with this simple one-liner tweet on X, poking fun at the brands spending millions of dollars on Super Bowl commercials. The post resonated with audiences and reinforced the effectiveness of organic social moments in high-stakes marketing.
On the other hand, some brands that had traditional advertising campaigns also tapped into their socials for even bigger impact. Take Little Caesars and Pringles, for example, who turned their traditional campaigns into a collaborative post on Instagram that got even more people talking.
Poppi’s Influencer Marketing Backlash
Not every Super Bowl marketing play landed well. Poppi, the prebiotic soda brand, faced backlash over the weekend for the scale of its influencer campaign. While the brand typically engages in heavy influencer marketing—with their Super Bowl ad even featuring creators like Alix Earle and Jake Shane—the activation of this campaign over the last few days was on another level. Poppi sent several influencers entire vending machines fully stocked with Poppi cans. Safe to say, most consumers were upset, criticizing this campaign as extravagant and out of touch.
But what made this marketing crisis even bigger was their competitor, Olipop, stepping into Poppi’s comment sections, adding to the drama.
Is Super Bowl Ad Spend Worth the Price Tag?
With brands spending up to $7M for a 30-second Super Bowl ad, the conversation around their effectiveness continues to spark debate among marketers. This year, two perspectives stood out in the discussion.
Creator Nathan Jun Poekert questioned the ROI of Super Bowl ads, arguing that they often serve more as creative showcases than strategic marketing investments. He pointed out that while legacy brands dominate the conversation, these ads rarely push audiences into consideration or purchase intent.
On the other hand, creator Scott Zakrajsek believes that these ads will still generate massive profits for brands, but not in ways that are easily tracked through traditional attribution models.
Kendrick: The Meme MVP
Beyond paid ads and brand campaigns, one of the most viral moments of the night came from Kendrick Lamar’s halftime performance. A single frame from “Not Like Us”—where Kendrick delivers a pointed smile to the camera—became an instant meme.
Creators quickly ran with the image, using it to craft viral takes across social media.
Kendrick said they not like us… but based on the memes, maybe they are?
Beyond the Memes, the Cultural Relevancy
While Kendrick Lamar’s halftime performance sparked viral meme moments, it also carried deep layers of political commentary, symbolism, and cultural significance. Many creators shared their perspectives on the performance’s deeper meaning, highlighting the statements Kendrick made on stage.
The performance also sparked discussions on DEI, with creators reflecting on its relevance amid corporate rollbacks in diversity efforts:
Final Thoughts
The Super Bowl game might have ended last night, but the marketing craze isn’t over. The biggest brand wins and losses weren’t just the commercials that cost millions in ad spend, it was how well brands were tapped into fast-paced online conversations, cultural moments, and, of course, the memes.
For marketers, being tapped into these huge cultural moments is critical. Staying on top of the conversation before, during, and after the actual event occurs ensures that you’re staying relevant and understanding your audience. Timely, nuanced, and creative engagement keeps you out of the sidelines and a real player in the game.
