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A word from TikTok
“For the fourth year, in partnership with TikTok, fans watching across the world can tune in on @NFL on TikTok for hours of live programming featuring a live musical performance from Gwen Stefani, NFL special guests and TikTok creators. The Super Bowl LVIII TikTok Tailgate invites all fans into the league’s premier Super Bowl pregame celebration LIVE from Allegiant Stadium in Las Vegas.”
Where to watch it
In addition to the in-app engagement, sections of TikTok’s event will be shown on television as part of the CBS Super Bowl LVIII Pregame Show, increasing TikTok’s exposure and embedding it in the cultural zeitgeist.
Sports-related content has been growing popularity on the app. the platform announced in February that nearly all major sports were witnessing strong increases in interaction year over year.
As you can see, user interest in American football in particular has been increasing, and with the app tying its Super Bowl engagement to its growing value as a music discovery platform, it may also present a nice opportunity for advertisers to capitalize on the surrounding activity.
Indeed, the app claims that its annual Super Bowl Tailgate event is gaining traction year after year.
Oooo tell us more!
“The Super Bowl LVIII Tailgate started at Super Bowl LIV, with the goal of bringing virtual fans into Super Bowl celebrations with Miley Cyrus during the pandemic. Since then, the event has grown immensely as the ultimate celebration for the big game, with past headliners such as The Chainsmokers, The Black Keys and Jason Derulo.”
So it’s as much about the musicians as it is the game, but it’s still a potentially valuable angle for the app to pursue as it seeks to maximize seasonal interest.
Consider this when making your plans. The app’s Creative Center also allows you to search for the most relevant hashtags for the event.
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