Fabio Gonalves is responsible for the international area of the agency that has a branch in the country
This Thursday (11) the Allegiant Stadium, in Las Vegas, will host the San Francisco 49ers and Kansas City Chiefs teams for the decision of the North American football championship, in a single match.
With the most affordable ticket price being around R$40,000, apart from hotels, air transport, local logistics, food and indulgences, perhaps the best option is to watch on Rede TV!, which broadcasts the clash between the franchises from 8:30 p.m. sponsored by Ita, Aiwa, KFC, New Era, Perdigo. Mycon and Pizza Hut.
In addition to the cost of the entry ticket, advertising requires a substantial outlay: each 30-second commercial on CBS, which holds the global rights to the event, costs more than US$7 million. With an eye on the approximately 400 million people interested in the match, automobile brands such as Kia, Volkswagen and BMW do not mind investing in broadcasting their commercial content to this audience. Lindt, AB Inbev and M&Ms are also on the list.
And there are Brazilians attending the 58th edition of the Super Bowl. O propmark heard from one of them: Fabio Gonalves, director of international talent at the Canadian agency Viral Nation Talent, who will be in the final with clients such as TacticalGramma, State Farm and The Real Tati. They will be on digital with influencers, games and activations. Check out his interview:
Viral Nation Talent
Home to the world’s top content creators, representing and promoting top social media stars across all digital platforms. We create meaningful partnerships and media campaigns that add solid value to our talent and brands. Known for turning opportunities into reality, we represent a diverse, award-winning roster of over 900 content creators across 35+ categories across all platforms.
Super Bowl
When it comes to one of the biggest events in the United States for brands, the Super Bowl, Viral Nation ensures more meaningful partnerships for our talent, driving greater engagement and awareness.
Connection
It’s crucial for us as a talent agency to be aware of all the opportunities around major events like the Super Bowl so that our talent can participate and get involved. We ensure we position our talents in the best possible way to grow their brands and careers. One of our talented gamers, TacticalGramma, will be present and involved in the iconic Leigh Steinberg Super Bowl Party. Often a star-studded event where they invited her to host her own space at the event. The space will be equipped with all the gaming necessities to allow her to compete against some NFL stars and see if they can compete with her professional gaming skills.
Games
Why have a gaming area at a Super Bowl party? Previously, some NFL stars discussed that playing video games with their teammates increased their teamwork skills. This inspired the idea to include a well-known name in the gaming space, TacticalGramma, in this event. A gaming influencer may not be the traditional influencer or the one that would come to mind first when thinking about the Super Bowl. We’re seeing more influencers in niche categories being involved in brand campaigns, events or activations to help reach broader audiences.
Motivated
Four reasons that explain the rare presence of influencers in Super Bowl commercials:
Cost and Return on Investment (ROI): Super Bowl commercials are known for their high production and placement costs. Many brands prioritize investing in traditional campaigns during this event due to its massive visibility. Influencers, on the other hand, can offer a more measurable ROI in more targeted campaigns and at relatively lower costs. It is also worth highlighting that, as the Super Bowl is a traditional event where people gather in bars, restaurants, cinemas, friends’ houses, among others, to watch the game, consumers do not spend as much time on social media, for example, where these creators are better known. The focus is not on digital at that moment because the match and the commercials, consequently, will be broadcast on open TV. Therefore, the return on using someone known from digital media will be lower, in most cases, than using a celebrity widely known by all audiences. On the other hand, in Brazil, the influencer market stands out even more, especially considering that the Super Bowl has gained notoriety in recent years, growing along with non-traditional media and reaching a younger audience, which is strongly present in the digital environment;
Nature of the audience: The Super Bowl has a diverse and massive audience, made up of people of different age groups and interests. For some brands, the influencer strategy may be more effective by focusing on specific target audience segments, providing a more direct and personalized connection. Still talking a little about the first reason, the audience was used to transforming the Super Bowl into an event. People make it a social event and this ends up making the audience much more impacted by traditional media than by digital media;
Established traditional strategies: Many brands continue to rely on traditional advertising strategies during the Super Bowl because of their proven effectiveness over the years. The inclusion of influencers can be perceived as a newer and riskier approach, leading to a reluctance to change a formula that has proven successful. Because the influencers’ approach is more and updated, the smallest part of the event budget goes to small activations around and not at the central point of the product;
Advance campaign planning: Super Bowl commercials require extensive, advance planning. Brands often start planning their campaigns months in advance. The dynamics of influencer marketing, which often responds to real-time trends, may not align perfectly with the strict deadlines associated with the Super Bowl, which may limit influencers’ participation in this specific context. The influencer market in this sense is much more dynamic, where a person who is trending today may no longer be trending tomorrow. Producers can even plan the campaign, but choosing the right content creator is left to the last minute, due to the volatility of this market. Widely known celebrities are timeless and therefore the easiest choice to be the face of a product like this. In Brazil, for example, what happens a lot is that people use established influencers to avoid taking this risk. As in Brazil the event is a more recent phenomenon, they use relevant figures from the digital world, because it is cheaper, measurable and easier to identify the target audience.”
Viral Nation Customers
In addition to Tactical Gramma, other VN talents are also working on Super Bowl campaigns, such as TheRealTati, State Farm and Steph Pena. Recently, other giant influencers signed with the company, just them: Javi Luna, Robby Cole, Drew Talbert, Gabe Dannenbring.
Brazil
We also have a strong department looking after names like Julio Cocielo, Letcia Gomes, Dapariz, Maria Venture, Sam Bechara, Emerson Damas, among others.
