Where’s Usher: Apple Music’s Marketing Strategy for Usher’s Super Bowl Halftime Show

The Super Bowl Halftime Show is known for its extravagance, and this year, Apple Music has taken the marketing game to a whole new level for Usher’s performance. With a star-studded, seven-minute short film and a strategic promotional campaign, Apple is leaving no stone unturned to build buzz and anticipation around the highly awaited show.

[Image Creds: Apple Music]

The star set to take the stage during halftime at the Super Bowl on Sunday, February 11th was first announced to be headlining the event back in September. Leading up to his performance, Usher has been featured in various advertisements, spanning from SKIMS and UBER to the BMW Group. His latest venture involves a promotional collaboration with Apple Music titled “Where’s USHER?”. Inspired by the popular blockbuster “The Hangover,” the R&B superstar throws his friends into a frenzy when he goes missing in Las Vegas right before his performance at The Allegiant Stadium this weekend. In the hilarious seven-minute clip, Ludacris, Taraji P. Henson, and Lil Jon try to get a hold of Usher. After discovering that he’s gone missing, the trio sets off on a chaotic adventure, attempting to find him to the tune of Usher’s biggest hits. Along the way, they call on stars such as DJ Pee Wee and J Balvin before finally finding him performing “Burn” at the Caesars Palace Fountain.



This new ad, along with other marketing efforts such as exclusive content from Usher on Apple Music featuring all his albums in Spatial Audio and curated playlists, has successfully managed to capture the audience’s interest and curiosity. Apple CEO Tim Cook’s unexpected appearance in the advertisement has also added a unique twist, generating online discussions and memes. This has fueled discussions and fan theories. Users have also generated buzz around Usher’s performance by posting their Super Bowl halftime predictions, rating his songs, and overall contributing to the excitement already surrounding the famous R&B singer.


Apple’s multifaceted approach to promoting the Apple Music Super Bowl Halftime Show has successfully captured the public’s attention and generated widespread anticipation. As the countdown to the Super Bowl Halftime Show continues, all eyes are on Apple and Usher as they prepare to deliver what promises to be a memorable performance.


[Featured Image Creds: Apple Music]


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