Super Bowl LVII, Ft. Rihanna’s Surprise Guest!

Rihanna Steals the Show with Pregnancy Announcement & Fenty Promotion

This year, Super Bowl LVII averaged 113 million viewers for Fox Sports, but arguably what stole the show was the Apple Music Halftime Show featuring Rihanna. The singer returned with a bang after a five year hiatus, her last live performance being at the 2018 Grammys. 

Over 118.7 million viewers turned to watch Rihanna’s 13-minute, 12 song extravaganza. She had hinted to CBS that she was “thinking about bringing someone” during the halftime performance, which many assumed was a musical guest. 

The big surprise? Rihanna is expecting her second child with American rapper A$AP Rocky. Viewers immediately turned to social media, tweeting and commenting about all different kinds of things, from congratulating her to yelling at A$AP because they thought her big surprise was going to be new music. 

Besides the Halftime Show and the game itself, one of the main reasons so many people tune into the Super Bowl year after year is the commercials, which often cost the brand an average of £5 to £6 million. 

While Rihanna’s beauty line, Fenty Beauty, and lingerie line, Savage X Fenty, did not shell out millions of pounds for a commercial, the Halftime Show allowed her to market both lines in a very clever way. 

Half way through her iconic performance, Rihanna did the unconventional thing of touching up her makeup in between songs, using Fenty Beauty to do so. Her backup dancers were also dressed head to toe in Savage X Fenty, another way the singer was able to promote her brand.

Check out our latest social short here!

  • Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!Alvaro Lopez, Primavera Sound
  • Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.Chris Besseling, eOne Films
  • From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.Niko Michault, Push Music Management (Jack Savoretti)
  • It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.Sophie Rix, The Prince’s Trust
  • We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.Ben Martin, Marshall Arts (P!nk and Elton John)
  • Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.Tom Noeding, RS Group
  • Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.Jai Shaw, ATC Management
  • Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.Naoise Kavanagh, Jigsaw
  • Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.Tony McGuinness, Anjunabeats / Above & Beyond