Most brands stuck with celebs for their Super Bowl ads this year, but Poppi made influencers the stars of its second Super Bowl spot. I spoke with co-founder and chief brand officer Allison Ellsworth about the campaign here! adage.com/article/spec... #SuperBowl #SuperBowlLIX

Doritos' commercial was made by a duo of filmmakers/content creators, Dylan Bradshaw and Nate Norell, who won its "Crash the Super Bowl" contest. I chatted with them about how they pulled it together in just three weeks: adage.com/article/spec... #SuperBowlLIX #SuperBowl

First influencer of the night spotted! Druski, a creator and comedian, had a cameo in Dunkin's commercial alongside Ben Affleck and other big-name celebs. Check out the full ad here:
adage.com/article/spec...

I’ll be yapping on here all night about more Super Bowl social media moments and trends — stay tuned! 🏈 #SuperBowl #SuperBowlLIX

Still, the backlash reflects TikTok’s growing resentment of the overconsumption in influencer culture (which I wrote about last year!) (4/5)
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But a Poppi representative told me today that all of the vending machines it shipped out are being returned to the brand after the Super Bowl and reused for future marketing campaigns and activations (3/5)

Many social media users (and Olipop, a rival prebiotic soda brand) are calling the machines wasteful and extravagant gifts for already-wealthy influencers — especially after Olipop claimed in a TikTok comment that each vending machine costs $25,000 (2/5)

It’s still a couple of hours until kickoff, but the viral pink vending machines Poppi shipped to about three dozen influencers for its Super Bowl campaign have already kicked off a wave of backlash on social media (1/5)