TikTok Clubhouse, Uber’s interactive Super Bowl spots elevate second-screen playbook

The news: The Super Bowl is no longer a one-shot awareness event. It is a conduit to owned, measurable environments through second-screen activations. This year, TikTok and Uber Eats both turned their TV spots into entry points for deeper interaction. TikTok invited creators, athletes, and brand teams, including Doritos and Ulta Beauty, into a centralized in-real-life (IRL) hub for Super Bowl weekend. Inside the clubhouse, they filmed short-form videos, collaborated on trends and reacted to game moments in real time, per Adweek . The result: On Super Bowl Sunday and the following Monday, TikTok recorded a 13% YoY lift in Super Bowl–related engagement. Uber’s “ Hungry for the Truth ” ad, starring Matthew McConaughey and Bradley Cooper, directed viewers to the Uber app to “Build Your Own Super Bowl Commercial.” Users assembled one of 1,000-plus ad variations and unlocked various in-app incentives, including 50% off $15 orders, along with select ride and retail partner discounts. “You’ve got to fish where the fish are,” Chris Bellinger, chief creative officer at Doritos owner PepsiCo Foods told Adweek. “Especially with Gen Z, the second screen is almost becoming the primary screen.” Last year, Doritos saw 35% YoY growth in brand mentions during the
Read More