Rihanna is the Queen of Product Placement at the Super Bowl Halftime Show
When Rihanna hit the stage at the Super Bowl halftime show on Sunday 12th February, she not only got her fans talking, but also the entire marketing industry. The popstar-turned-business mogul used her 13 minutes on stage not only to perform but also to leverage her brands, Fenty Beauty and Savage X Fenty. Rihanna’s marketing strategy was a masterclass in how to use a high-profile event to promote a brand.
The singer released NFL-themed videos in the run-up to the event, promoting limited-edition products. In between singing her iconic hits, Rihanna whipped out her Fenty Beauty Invisimatte Instant Setting & Blotting Powder, skirting the multi-million dollar commercial fee that other brands pay during Super Bowl ad breaks. What made the product placement even more impressive was that it was in no way disruptive or distracting. Instead, it was seamlessly integrated into her performance, with Rihanna using the powder to look and feel her best on stage. This clever marketing move has been praised by marketing professionals as a great example of how to use a high-profile platform to promote a brand. It also demonstrates how to use limited resources to maximise the reach of a product.
By highlighting the product during her performance, Rihanna was able to reach a massive audience–estimated 118 million viewers in the U.S alone–without having to pay the high fees associated with traditional advertising. Rihanna’s performance has been hailed as one of the most unforgettable Super Bowl Halftime shows, and with her marketing savvy and world class performance, we can’t say we disagree.