Super Bowl Ads vs. Influencer Activations: The $8 Million Debate
Every year, brands shell out upwards of $8 million for a 30-second Super Bowl commercial, reaching millions of viewers in a single night. Yet, when brands invest the same amount in influencer activations, the response is often wildly different—sometimes even negative. Why is a one-time TV spot deemed a smart marketing move, while a high-budget influencer campaign can be labeled as tone-deaf?
Lavish trips provided to influencers by Tarte Cosmetics and Poppi’s viral vending machine activations offered to high-performing influencers sparked these discussions again. While influencer marketing has proven ROI in engagement and sales, it can also face backlash for feeling out of touch with the average consumer. Let’s break down why both approaches work—but also why one gets scrutinized more than the other.
Numbers Don’t Lie: Sales and Engagement Are What Matter
Marketing strategies vary, but the ultimate goal is always sales and engagement. A Super Bowl ad guarantees brand awareness, but the real impact depends on whether viewers actually convert into customers.
Influencer activations, on the other hand, are ongoing and interactive—generating multiple posts, videos, and discussions across social media. The numbers often speak for themselves. Some brands see higher engagement and direct sales from a well-executed influencer campaign than from a traditional commercial.
So, if both approaches aim for brand exposure and conversion, why is there such a difference in perception?
The Double Standard: Why Super Bowl Ads Get a Pass
Spending $8 million on one ad during the Super Bowl is widely accepted. It’s seen as a big game marketing moment, even though most commercials are forgettable and only a few go viral.
Yet, when brands invest that same budget into an influencer-led activation, it often triggers backlash. The perception;
Super Bowl ads are a business expense for major corporations.
Influencer activations—especially luxury trips or elaborate events—can come off as excessive or detached from the average consumer.
The reality? Both are extravagant. Both require strategic execution to justify the investment. And both need to deliver results to be worth the spend.
Bringing It Back to the Consumer
At the end of the day, people will always have opinions—especially when a brand spends millions on something that feels unattainable. Luxury influencer trips, flashy activations, and over-the-top experiences can trigger jealousy or skepticism, making them seem unnecessary or out of touch.
But when you really think about it, is it that much different from a Super Bowl ad?
Both are massive marketing spends that the average consumer will never directly experience. Most people watching the Super Bowl will never buy from the brands advertising, just like most people scrolling past an influencer’s trip won’t be flying to a private island anytime soon.
Yet one is viewed as a smart business investment, while the other often faces backlash. The real difference? How the message is framed and how the audience perceives it.
Final Thoughts
At Samantha Trepeck | Marketing, we specialize in helping brands navigate the digital landscape—whether through strategic influencer partnerships, social media management, or website optimization. If you’re looking to enhance your brand’s presence and drive real results, let’s connect.
Visit www.samanthatrepeck.com, email hello@samanthatrepeck.com, or schedule a complimentary consultation. Let’s craft a strategy that gets people talking—for the right reasons.
*Disclaimer: While Poppi did have a Super Bowl ad they were not getting the same negative attention on that as they were the vending machines.
