NFL and Brands Engage with Fans Through TikTok for Super Bowl LV

The NFL is hosting the first-ever TikTok Tailgate, a two-hour virtual pregame experience exclusively for the TikTok community, to keep fans connected and hyped for the Big Game. Starting at 2:30PM ET/11:30AM PT on February 7, fans in the U.S. and Canada can tune into @NFL on TikTok to enjoy tailgate cooking tutorials, interviews with creators and special NFL guests, a look back at the best moments and TikToks from the 2020 NFL season, live musical performances, and more. The TikTok Tailgate will be hosted by Steve Harvey and MJ Acosta, with appearances from Rebel Wilson, Adam Devine, Kane Brown, and other celebrities discussing their favorite tailgate food, predictions for Super Bowl LV, and the perfect touchdown celebration.

TikTok foodies and creators @chefcuso, @goodeatswithtati, and @acooknamedmatt will also share their best gameday recipes for fans to recreate the tailgate dishes they've been craving. The TikTok Tailgate will culminate in a live concert by Grammy-nominated artist Miley Cyrus, who will also be performing in front of 7,500 vaccinated healthcare heroes invited by the NFL to attend Super Bowl LV in Tampa.

In addition to the TikTok Tailgate, several brands are using TikTok to engage with the Super Bowl audience. Verizon is hosting 'The Verizon Big Concert for Small Business' livestream, featuring performances by Alicia Keys, Christina Aguilera, H.E.R., Luke Bryan, and more. M&M's is allowing users to gift free packs of their chocolates to friends and family. Mountain Dew is launching a campaign with WWE Superstar John Cena, where fans can count bottles in an ad for a chance to win a million dollars. Rockstar Energy is inspiring the TikTok community to chase their dreams with a new campaign. CHI-CHI'S Brand salsa is promoting a #SalsaSafely Challenge to encourage safe and creative ways of sharing salsa. Ocean Spray is partnering with Nathan Apodaca for the #DoggfaceDanceVibes challenge. Gillette and Old Spice are running a #ThisorThatSBLV challenge. Doritos is introducing a Branded Effect and hashtag challenge for their Super Bowl commercial. Cheetos is inviting creators to participate in the #ItWasntMe challenge. Pepsi is giving fans the opportunity to perform on the Pepsi Super Bowl LV Halftime Show stage with the #PepsiHalftimeChallenge. TurboTax is asking Super Bowl-themed questions in their #TurboTaxLivePick6 challenge.

Overall, the NFL and various brands are using TikTok to engage with fans and create a memorable Super Bowl experience, even in a year when celebrations may be different. The TikTok Tailgate and brand campaigns offer fans the chance to connect, enjoy great food, music, and football, and celebrate the spirit of the Super Bowl.