So, a couple of things happened on 13 February: Rihanna was crowned product placement queen and some NFL game was played.
Apart from her highly anticipated Super Bowl performance, the celebrity and beauty icon managed to sneak in a quick touch-up during her set. Did she need it? Definitely not. But fans were curious about the Fenty Beauty powder Rihanna used while performing ‘All of the Lights’ because, let’s face it, whatever RiRi puts on her face, we will, too.
While the Super Bowl halftime show performers don’t get paid for their appearances, the massive viewership of the event (113 million viewers this year, with the halftime show averaging 118.7 million viewers, as per Fox) means the performers are exposed to an extensive audience, and often reap immediate benefits.
All-stars and mega influencers possess unparalleled potential to generate brand impact due to their extensive following. Here’s a breakdown of the numbers generated by Rihanna:
• Google searches for Fenty Beauty increased by 883%, according to Cosmetics Business.
• Searches for ‘is Fenty safe for pregnancy’ also surged 3,333%.
• In the 12 hours following Rihanna’s performance, she generated USD 88.3 million in media impact value (MIV), according to the brand performance tool Launchmetrics. That’s 27% of the total Super Bowl coverage.
• Fenty Beauty mentions within the Super Bowl (including that 3-second blotting act) generated a total of USD 5.6 million in Media Impact Value (MIV) within the first 12 hours.
Rihanna endorsing her own brand on live television during her comeback Super Bowl performance – it does not get any better than this!