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“If you ain’t got no money, take yo’ broke ass home!”

If the lyrics of Fergie’s chart-topping hit “Glamorous” as a fitting soundtrack don’t clue you into the aesthetics of makeup brand Tarte’s recent influencer trip, the countless videos flooding TikTok for-you-pages certainly will. Last week, Tarte sent a group of makeup, lifestyle, and fashion influencers on an all-expenses paid trip to a Four Seasons hotel on the Polynesian island of Bora Bora, where they drank, partied, and at one point, danced next to a life-sized...

Thanks to the influencer marketing boom, creators with large followings on platforms like YouTube and TikTok are getting larger roles during Super Bowl season. In the weeks leading up to the annual football showdown, brands turned to digital natives in hopes of expanding the reach of their campaigns.

For the 58th edition of the Big Game, creators played multiple positions.

The Logan Pauls and KSIs of the world can use the Super Bowl to advertise their own products, but for other influencers, team-ups with advertisers opened up new doors. It’s not just brands that are getting in on the influencer marketing trend — even the NFL itself is paying attention to the growth of creator content. Without further ado, here are some partnerships that caught our attention during the first few days of February:

Creators as campaign hype machines

Addison Rae made a brief appearance during Nerds‘ Super Bowl commercial,...