Super Bowl LIX Social Media Analysis: The New Way Brands Are Advertising
The 59th Super Bowl celebration marked the dethroning of the two-time Super Bowl Champion Kansas City Chiefs. The Philadelphia Eagles swept the championship game 40-22, leaving two teams without rings: the Chiefs and Swiftiest. Whether you tune in for the football or the food, there’s always an element that leaves a lasting impression — creative advertising & social media.
To track and analyze this year’s Super Bowl impacts, Metricool monitored top brands and influencers across Instagram and X, from February 3-10, 2025 noting the account’s follower growth, engagement, top-performing posts, and key partnerships in this time period.
Social Media & Influencers: The Power Play for Engagement
Super Bowl marketing is no longer confined to only traditional broadcasting. With social media, influencer partnerships, and real-life brand experiences at an all-time high, advertisers are betting big on multi-platform strategies. This year’s campaigns were driven by nostalgia and influencer collaborations, bridging generational gaps amongst Gen Z, Millennials, Gen Z, and Boomers while maximizing audience reach. But did they succeed?
Poppi’s Viral (and Controversial) Strategy
The prebiotic soda company, Poppi, was among the leading brands, expanding its marketing presence from social media to vending machine PR stunts. Partnering with leading influencers including Jake Shane, Alix Earle, and Love Island’s Robert Rausch was another aspect of the brand’s approach, to drive home impact with their core audience of Gen Z and Millennial consumers. Poppi generated an overall engagement rate of 4% and their partnerships garnered the following engagement rates on their #PoppiPartner Insta posts:
- @robert_rausch – 3% engagement rate
- @passthatpuss – 6.2% engagement rate
- @alix_earle – close to 6% engagement rate
Yet, Poppi’s approach didn’t strike a chord with everyone. Social media users came in hard in the comments, criticizing the brand for sending expensive vending machines to influencers, especially on TikTok. This sent direct competitor Olipop on the offensive, even clapping back on X, “We don’t have vending machines but who wants a jersey!”
Carl’s Jr. Nostalgic Hit
Poppi wasn’t the only brand that leveraged major influencers for its Super Bowl campaigns. Carl’s Jr. leaned into nostalgia by reviving its iconic 2000s Paris Hilton commercial, but this time with social media sensation Alix Earle, to create the “Hangover Burger” campaign. The campaign struck gold, garnering a 47% engagement rate—the highest of any brand-influencer collaboration this Super Bowl season. By fusing early-2000s pop culture with today’s social media landscape, Carl’s Jr. successfully captivated both Millennials and Gen Z. The campaign also came with a reward by downloading the app and joining “My Rewards” to receive a free “Hangover” burger on the Monday after Super Bowl. Similar to Starbucks’ play on free giveaways, Carl’s Jr. capitalized on influencer marketing to drive their call-to-action.
The “Battle of the Mayo Brands”
Another theme in consumer-brand marketing was the “Battle of the Mayo Brands” with Hellmann’s and Mike’s Amazing competing for the top mayo position using celebrities Billy Crystal, Meg Ryan, and Jason Alexander.
- Hellmann’s also tapped into nostalgia, bringing a rom-com-inspired ad. The Instagram post promoting the campaign achieved a 16% engagement rate.
- Mike’s Amazing post landed at a 6% engagement rate, proving that star power still holds weight in advertising battles.
Hellmann’s also recruited Sydney Sweeney for its ad, tapping into cross-generational appeal, while Mike’s Amazing set a visceral neighborhood diner scene, showcasing Jason Alexander’s humor and versatility.
Michelob ULTRA’s Pickleball Super Bowl
Social media “sneak peeks” were a common strategy this year, maximizing BTS and extended cuts to drive engagement. Michelob ULTRA posted a reel before the Super Bowl, with unseen footage of its commercial with Willem Dafoe and Catherine O’Hara.
- Michelob ULTRA’s pre-Super Bowl reel garnered a 39.82% engagement rate, with over 84k interactions.
Michelob ULTRA’s Instagram account now has an average engagement rate of 6.46%, the result of pre-game hype and social media longevity. Instead of one big hit, brands are capitalizing on short-form videos to propel engagement before and after the Super Bowl.
The Takeaway: Advertising’s New Playbook for Super Bowl
The Super Bowl is no longer just about prime-time TV spots—it’s a full-scale media event that spans social platforms, IRL activations, and influencer collaborations. This year, the brands that succeeded weren’t just those with flashy commercials but those that created a 360-degree consumer experience, blending nostalgia, influencer credibility, and real-life engagement.
As brands analyze their Super Bowl ROI, one thing is clear: the new advertising playbook is digital-first, influencer-driven, and experience-powered.
