Brands turned in-person activations into a new playground for creators at this year’s Super Bowl, giving wider talent exposure while finding more cost-efficient ways than previous years to scale creator participation.
There were more activations from a wider variety of brands, two creators (and their corresponding agencies) told Digiday anecdotally. They said a bevy of last-minute deals this year confirmed the Super Bowl has become a massive, in-person moment for the creator economy.
Part of it was this year’s unique timing: The NFL moved the Pro Bowl closer to the Super Bowl for the first time, extending the week even further and increasing the number of opportunities for creators to get brand deals. “The creator activations and IRL experiences have deeply evolved,” Jason Tartick, founder and CEO of Rewired Talent Management (and, himself, a creator) told Digiday.
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