To finish her seven-year efficiency hiatus, Rihanna needed to pack so much into her thunderous 14-minute Tremendous Bowl Halftime Present.
Snippets of 12 hit songs together with “Impolite Boy” and “Umbrella”? Examine.
Choreography from the Tremendous Bowl’s “hidden MVP” Parris Goebel? Examine.
A customized electrical pink Loewe jumpsuit that was rapidly unzipped to disclose a being pregnant bump? Examine.
A not-so-subtle nod to her personal magnificence model Fenty? Examine. Whereas “All the Lights” blasted from the audio system overhead in Glendale, Ariz., the artist took a Fenty compact from the outstretched hand of a dancer and utilized two dabs of Invisimatte Prompt Setting + Blotting Powder to her cheeks earlier than getting again on the mic.
Cheaper than a $7 million first-half spot, that’s for positive.
Crucially, none of it felt cringeworthy or compelled. For followers, it felt pure—anticipated, even. That’s as a result of Rihanna has a repute for unashamedly backing the enterprise that’s been her key focus away from the stage for the most effective a part of a decade.
“Her authenticity in pushing the model she’s spent the final 10 years increase brick-by-brick shone by on Sunday night time,” mentioned Frankie Hobbs, international director of campaigns for influencer advertising and marketing company GOAT.
Based on Launchmetrics, the efficiency helped garner $5.6 million in earned media within the first 12 hours for Fenty Magnificence, and $2.6 million for clothes enterprise Savage x Fenty.
The blink-and-you’ll-miss-it make-up second was a lot greater than a fast product placement from pop’s unbothered queen, although. Ever since Rihanna introduced her Tremendous Bowl 57 plans, Fenty has been rigorously knitting itself into the discourse, providing a masterclass in advertising and marketing within the course of.
Welcome to the Fenty Bowl
For DonYé Taylor, marketer, creator and founding father of Taylored Consulting, the Tremendous Bowl namedrop labored as a result of there are few public figures as synonymous with their very own manufacturers as Rihanna is along with her $2.8 billion magnificence behemoth.
“So it didn’t appear compelled,” Taylor mentioned. “That is what Rihanna is all about. She is about doing issues large, grand and integrating them seamlessly.”
The marketer pointed to the cohesion within the visible efficiency itself, noting how Goebel had already labored with the musician on the manufacturing of Amazon Prime’s Savage X Fenty reveals.
Based on social analytics agency Brandwatch, mentions of Fenty elevated on digital platforms like Twitter and TikTok by 717% following Rihanna’s Apple Music-sponsored efficiency. Optimistic sentiment shot up 781%, with over half (56%) of mentions utilizing joyous language, demonstrating viewers pleasure.
That is what Rihanna is all about. She is about doing issues large, grand, and integrating them seamlessly.
DonYé Taylor, founder, Taylored Consulting
A mixture of ahead planning and reactive advertising and marketing fashioned the spine of Fenty’s technique, which largely performed out on social.
Forward of Feb. 12, the model posted a video exhibiting a conveyor belt of American footballs being doused in Fenty Magnificence basis to TikTok and Instagram, with no point out of the NFL. The enterprise hosted a Recreation Day hub promoting a particular assortment of Tremendous Bowl-themed magnificence merchandise, together with a soccer formed sponge and a stadium-approved NFL bag.
Elsewhere, Rihanna’s lingerie and sleepwear model Savage x Fenty dropped a line of restricted version merch, together with a slogan T-shirt that encapsulated the vibe completely: “Rihanna live performance interrupted by a soccer sport, bizarre however no matter.”
Throughout the present itself, Rihanna wore a face filled with Fenty, and her dancers have been clad in Savage x Fenty. The previous’s social media staff rapidly meme-ified her efficiency and directed followers to purchase the identical outfits seen on the crew.
Joe Noticed, director of operations at social media company Fanbytes by Brainlabs, mentioned each manufacturers went the space to make sure they have been simply as outstanding as Rihanna herself on the night time.
“Additionally they hosted high magnificence influencers on the sport, together with a visit to Arizona that was plastered over social media,” he mentioned “This was complemented brilliantly by completely timed drops and competitions to drive full-funnel conversions.”
A brand new period for Rihanna?
From a private branding perspective, Taylor advised the high-profile being pregnant announcement—which was confirmed by the singer’s rep instantly after the present—might sign a brand new enterprise period for Rihanna too.
The artist turned a mother for the primary time 9 months in the past. At the beginning of 2023, she was extensively reported to have filed a trademark for Fenty Children, a child and kids’s line consisting of garments, equipment and footwear.
Tremendous Bowl halftime adverts was once the factor to be careful for. Now, it may very well be how the performer makes use of such a captive viewers to push their very own model.
Frankie Hobbs, international director of campaigns, GOAT
“Now I’m seeing this as a lifeline to increase that dialog,” Taylor mentioned. “There’s now a lot buzz round her being pregnant for the second time. Based mostly on how strategic she’s been prior to now, I don’t see Fenty Children being any totally different.”
Taylor mentioned Rihanna’s efficiency ought to, on the very least, give entrepreneurs meals for thought.
“Manufacturers suppose too arduous in relation to promoting; they need to do issues in a cool means,” she defined. “Typically that’s not probably the most environment friendly means. Rihanna did it seamlessly with the right hybrid of creativity and performance.”
GOAT’s Hobbs mentioned it’s arduous to see how related product placements might stay as much as Rihanna’s, however he’s not doubting that manufacturers will give it a go for Tremendous Bowl 58.
“Tremendous Bowl halftime adverts was once the factor to be careful for. Now, it may very well be how the performer makes use of such a captive viewers to push their very own model and even one they’ve been paid to advertise‚that’s the subsequent step,” he mentioned.