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Last Sunday, a football game and musical performance took place around a lot of 30 and 60-second commercials. With most of the industry spending the week reviewing what ads they admired and the ones they feel they could have done better, here at SCS we are more excited about learning from the ever-evolving role creators and AI continue to play in our industry.

So grab some leftover hot wings and a cold beverage and enjoy our Super Bowl post-game Friday Five: 

De-influencing is all over social media. What is it?

The trend of “deinfluencers” on TikTok is challenging the traditional notion of influencer culture. Deinfluencers are individuals who use their platform to highlight the negative aspects of overconsumption and materialism, often poking fun at the extravagance and superficiality associated with influencer culture. 

The rise of deinfluencers has been attributed to a number of factors, including the ongoing economic recession and the increasing awareness of the environmental impact of overconsumption. The influence of deinfluencers is likely to continue growing, as they offer a refreshing change from the traditional influencer model and are tapping into a wider cultural shift towards more sustainable and mindful consumption.

The Crypto Bowl is officially dead, but the metaverse is alive and well

Super Bowl LVI was just a year ago, but the ads have aged as well as unrefrigerated yogurt. This time last year, crypto was not just a disrupter but seemed inevitable. Fast forward a year, and there wasn’t a single crypto firm advertising in the big game. Despite this absence, brands weren’t giving up on Web3 and still experimenting with the metaverse and NFTs (non-fungible tokens) in their Super Bowl ads. Brands such as Verizon, American Express and Coca-Cola are incorporating virtual reality and blockchain technology in their advertisements to create immersive experiences for fans and promote their products. Brands that can continue to find clever ways to integrate the metaverse and NFTs into advertising are becoming more prevalent as companies look for new ways to reach consumers.

How a 170-year-old fisherman connects with Gen Z

Gorton’s Seafood is using TikTok creators to reach a younger audience and expand its social media presence. The company is working with six influencers to create videos featuring Gorton’s products, which will be posted on the influencers’ pages and Gorton’s social media channels. The aim of the campaign is to show younger audiences that frozen seafood can be a convenient and healthy option. This approach aligns with the company’s efforts to modernize its image and appeal to a younger, tech-savvy demographic.

Microsoft’s Bing might finally become relevant

Microsoft has launched a new AI language model called Bing ChatGPT that will be integrated into its Bing search engine. The model is based on OpenAI’s GPT-3 language model and is designed to offer better conversational AI in search results. Bing ChatGPT will allow users to ask natural language questions and receive answers based on information from a range of sources, including the web and Wikipedia. Microsoft plans to integrate the new AI language model into its Bing search engine over the coming months, with the goal of offering users a more conversational and engaging experience when searching for information.

Snapple modernizes its most iconic marketing tactic

Snapple has partnered with OpenAI to launch a marketing campaign using AI chatbots. The chatbots will answer trivia questions about Snapple and provide fun facts about the brand in real time. The aim of the campaign is to engage with consumers and create a more personal connection with the brand. The chatbots will be available on various social media platforms, including Facebook and Twitter, and will be updated regularly with new facts and information.


SCS surveyed 750 US consumers on how their physical and digital buying habits have changed during the pandemic. These insights and more are presented in Omnichannel Overdrive.

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