Apple Music is sponsor of the Super Bowl Halftime Show, so we approached it like any other major product launch: the Halftime Show is the product, and this year’s performer USHER is the feature to bring it to life. With that in mind, our brief was simple: celebrate USHER’s incredible 30 year career, get music fans excited and get the world to tune into Apple Music Halftime Show.

A super team of fans and friends confess some news to USHER: he’s the headliner for the Apple Music Super Bowl Halftime Show.

Apple Music is sponsor of the Super Bowl Halftime Show, so we approached it like any other major product launch: the Halftime Show is the product, and this year’s performer USHER is the feature to bring it to life. With that in mind, our brief was simple: celebrate USHER’s incredible 30 year career, get music fans excited and get the world to tune into Apple Music Halftime Show.

We produced 5 films that ran in social media across Instagram, TikTok, X, Facebook, and YouTube. Additionally, the films were picked up by multiple morning show broadcasts and evening entertainment shows.

Overall, our films received 117M impressions, over 90M views, and nearly 2M engagements, lighting up social media and driving 19% share of voice, which was +5pp higher than the 2023 calendar year in totality and just -2pp lower than the day of the Apple Music Super Bowl Halftime Show.