Each year, the Super Bowl attracts millions of viewers—not only to the game, but to the surrounding marketing spectacle. In 2025, 30-second television commercials are not the only aspect that's receiving top billing. TikTok has moved into the fray, changing how brands engage with fans in the days leading up to, during, and after the big game. With brands moving off traditional advertising and into digital first, having a TikTok marketing agency on their resume has become the key to cutting through the noise and being heard.
How a TikTok Marketing Agency Can Assist Brands in Getting Maximum Super Bowl Exposure
Working with a TikTok marketing agency gives brands the strategic edge they need to thrive on the platform. Idea to execution, agencies know how to push platform-native content formats, surf trending audio, and maximize paid advertising for conversion. With the right marketing agency TikTok experts on the job, brands can stage campaigns that feel native to TikTok, as opposed to rehashed TV commercials.Creative concept: Create a "Super Bowl Weekend Vibes" TikTok filter that can be used by consumers to show off their game-day setup, linking back to your brand.
Why Short-Form Content Is Revolutionizing Fan Engagement
Classic sports marketing once depended on highlight reels and glitzy commercials. TikTok does not. Short-form video puts the viewer in the moment, offering bite-sized, unflinching, and frequently humorous observations about the Super Bowl experience. Tailgate parties to game-winning touchdowns at the very last moment, fans and brands alike are flocking to TikTok to share real-time stories in 60 seconds or less.Example: The NFL TikTok account broke 10 million followers by embracing memes, raw content, and creator partnerships.
How TikTok is Revolutionizing Super Bowl Commercials
Brands Leverage TikTok for Teaser Campaigns
Even before the coin toss lands, brands are already creating hype. Teaser campaigns with mysterious, viral-style execution videos show nothing but create buzz, fueling users' speculation and shares.Creative concept: Use TikTok "day-in-the-life" format storytelling to promote a Super Bowl ad campaign from the point of view of a brand mascot or athlete.
Fan-Initiated Content and Viral Challenges
User-generated content is gold on TikTok. Hashtag challenges like #SuperBowlSnacks or #HalftimeHype can command huge engagement. With millions of creators adding their flavor to it, brands get exponential reach at very little cost.Case Study: Pepsi's #PepsiHalftimeChallenge garnered over 13 billion views across campaigns, driven by influencers and everyday consumers.
Live Interaction Via Real-Time Updates and Backstage Materials
The strength of TikTok is its timeliness. While the Super Bowl is on, the fans want behind-the-scenes information. Brands that upload locker room video, sideline energy, or celebrity sightings get more engagement and loyalty.Innovative idea: Collaborate with a TikTok social media agency to create a live content team to film and upload behind-the-scenes footage in seconds.
Why Sports Brands Are Collaborating with a TikTok Shop Marketing Agency
Direct Sales on TikTok Shop
With TikTok Shop, sports equipment and accessories become immediately shoppable as users browse. A product label at the right moment when a viral halftime moment occurs can result in thousands of conversions.Case Study: A sportswear brand worked with a TikTok shop marketing agency during the Super Bowl and saw 350% more merch sales in 48 hours.
Collaborations with Influencers and Athletes
Sport content creators and athlete influencers have captive audiences and credibility. Partnering with a TikTok advertising agency allows you to work with these influence-laden collaborations on a scalable basis.Innovative idea: Leverage TikTok's dual-camera mode to produce "fan vs athlete" content styles, where fans and influencers try to replicate the same soccer stunts.
AI-Driven Audience Targeting for Maximum Effect
Using the TikTok Ads Manager and social media agency expertise, brands can target sports fans with exact precision by behavior, interest, and engagement history—showing Super Bowl content to the right people at the right moment.Strategies for Super Bowl TikTok Marketing
Leveraging Trends and Hashtags
Getting involved or even starting a Super Bowl trend offers brands a chance to claim a moment in conversation. A tik tok marketing agency will monitor trends on the platform every hour throughout Super Bowl weekend in an attempt to get in early.Innovative concept: Launch a branded TikTok "Duet This Play" campaign where fans react to crucial game moments.
Creating Engaging, Gamified Content
Trivia, prediction games, and polls are very effective in sports. They generate interest without directly promoting products or brand values.Example: Brands create TikTok polls that ask the fans to guess the MVP or the final score, providing discount codes as rewards to the winners.
Using Targeted Advertising in Super Bowl Campaigns
Pre-game and in-game paid TikTok advertisements can be used to amplify organic content and drive traffic to TikTok Shop directly. A TikTok shop ad agency can provide In-Feed, Top View, and Spark Ads with custom Super Bowl creative.Call to Action
Ready to capture the next Super Bowl on TikTok? Partner with a leading TikTok ad agency that understands sports, culture, and content.
Strategy time at The Short Media