2023 Superbowl

Rihanna's halftime show attracted more viewers than the game itself

For the first time since 2010, Apple Music replaced Pepsi as the primary sponsor of the NFL's halftime show. There were 118.7 million viewers for the halftime show, second only to Katy Perry's performance in 2015. With the signing of Major League Baseball and Major League Soccer, the streaming platform has shown a growing interest in sponsoring sports to promote products and content. Visitors to
Apple Stores were greeted with Apple Music Rihanna content on every screen, creating a truly connected customer experience.

Apple shared exclusive content on TikTok, Instagram, YouTube, and Twitter to promote "Rihanna's Road to Halftime." The performance generated a flurry of social media conversation that placed Apple in the spotlight. This is a great example of how content strategies can be developed around tentpole events and celebrity-led campaigns.

Rihanna's "FentyBowl" Campaign shines bright like a diamond  

Team Fenty won the Super Bowl thanks to the content it shared before, during, and after the game. In the days leading up to the Super Bowl, Fenty Beauty's video on TikTok and Instagram received over 7 million views without any paid promotion. To avoid purchasing costly rights, football shapes were used instead of Super Bowl references. While performing, Rihanna briefly paused to use a product from her line, which instantly generated buzz.

Rihanna wasn’t paid for the halftime show but the value of her brands and product placements are arguably worth the investment by her. "The Fenty Multiverse" became the most talked-about topic on social media as three Fenty brands (Fenty x Savage, Fenty Beauty, and Fenty Skin) engaged in activations. To generate buzz, build awareness, and increase conversions, the Fenty Teams incorporated interactive graphics, product placement, and creator engagement. This is a great example of the holistic campaign we could create for your client and what a good creator-led approach looks like. Click here to read more.