5 Marketing lessons from Usher’s Super Bowl Halftime Show

I indulged in a little blast from the past and tuned into Usher's epic halftime show from 2024. Yep, I relived my teenage dream of seeing Usher in concert, except this time, I was cozied up at home instead of in a crowded arena. But let me tell you, the excitement was still real! As I watched Usher do his thing, I couldn't help but put on my fractional CMO marketing hat and analyse the whole spectacle. And you know what? I uncovered five golden marketing nuggets that brands absolutely need to pay attention to.

So, in today's blog post, I'm not just here to gush about Usher's moves (although they were undeniably slick). Nope, I'm here to dish out some valuable insights. These lessons aren't just for big corporations with hefty budgets; they're for businesses of all shapes and sizes. Yep, that includes you!

Let's dive into these five marketing lessons inspired by Usher's halftime show;

1; Build the Hype

As I immersed myself in the spectacle of Usher's Super Bowl halftime show, it wasn't just the performance that grabbed my attention—it was the buildup beforehand that truly impressed me. Let's talk hype, people!

Now, we all know the Super Bowl is a big deal in the States, and the halftime show is watched by millions worldwide. But what stood out to me was the sheer amount of buzz Usher and his team managed to generate leading up to the event.

They didn't just rely on the Super Bowl's inherent hype; no, they took it to the next level. Through a strategic mix of social media, collaborations with press and media outlets, and sponsorship deals with giants like Apple, they ensured that chatter about the halftime show was everywhere you turned.

Personally, I found myself diving deep into old-school Usher tracks weeks before the event, eagerly anticipating what he had in store. And let me tell you, that teaser trailer? Pure gold. It seamlessly blended nostalgia with a fresh twist, appealing to both die-hard fans and newcomers to Usher's music. As I reminisced about the good ol' days of belting out Usher tunes with my friends, I couldn't help but feel a surge of positivity.

Nostalgia can be really powerful for your brand – the positive feeling people get when they reminisce are forging a deeper connection with your audience. By associating your brand with those warm, fuzzy feelings, you're creating an emotional bond that's hard to break.

And here’s another key point; the hype didn't fizzle out after the initial announcement. It kept building momentum with each passing week, keeping fans engaged and eagerly awaiting the big day. And that's a lesson every brand can learn from.

So, dear brand owner, take note: whether you're launching a new product or venturing into uncharted territory, don't skimp on the pre-launch hype. Build anticipation, cultivate excitement, and watch as your audience eagerly awaits your next move.

2; Collaborate, often

Both during and in the pre-event hype, we witnessed collaboration in various forms. From sharing the stage with other artists to teaming up with powerhouse brands like Apple Music and Dolce & Gabbana, as well as media outlets like Vogue, Usher's team pulled out all the stops. And let me tell you, it paid off big time.

By joining forces with other creatives, Usher was able to extend the reach of his halftime show far beyond what one artist could achieve alone. Think about it: when someone else is singing your praises, it carries a lot more weight than if you were tooting your own horn.

Now, here's where it gets interesting for businesses— Collaboration isn't just reserved for the big players; oh no, it's a strategy that can level the playing field for brands of all sizes. By partnering with others, you can tap into their audience and expand your reach without needing a massive following of your own. It's like turbocharging your marketing efforts.

And let's talk touchpoints. Experts say that it takes a minimum of seven interactions with your brand before a customer is ready to make a purchase. By plastering your brand across multiple platforms and channels, you're creating those crucial touchpoints that lead to sales.

But collaboration isn't just about amplifying your message; it's also about harnessing the power of user-generated content. When people see others raving about your products or services, it creates a buzz that money can't buy.

And let's not forget about choosing the right partners to work with you. As Usher himself pointed out during a Vogue Halftime Show interview; 'It's great to have a collaborating partner who understands how to create something that actually, literally works on the stage, because you have to do quick changes as well.’  Here he’s essentially saying that not every designer or collaborator is suited to the task at hand. He needs a specialist who understands the nuances of his specific situation. Whether you're teaming up for marketing reach or product development, it's essential to find collaborators who understand your vision and can deliver results.

If you’re wanting to collaborate with a thought partner who drives growth and increases profits in your business, let’s chat. Click here to book a complimentary discovery call.

3 – Bring Back Your Bestsellers

Let's talk about the power of bringing back the classics—a lesson I'm taking straight from Usher's Halftime Show playbook. Trust me, it's all about giving the people what they want.

 Now, picture this: if Usher had rolled up to his performance with a lineup of brand-spanking-new songs, it would've been a risky move. After all, he had no clue how the audience would react, and let's face it, the performance might not have hit the same high notes.

That's why it's crucial to remember what got you to the top in the first place. People flock to Usher for his timeless hits, the tunes they know and love like the back of their hand. It's the reason why we used to buy CDs and now binge on streaming services—to relive those musical moments again and again.

And here's the how it affects you: the same principle applies to your products. You don't need to reinvent the wheel every time you launch something new. Nope, you’ve got to lean into your greatest hits—the products that your customers know and love.

You can give those classics a fresh spin. we saw Usher do this in the Halftime Show. He was doing new performances. I'd not seen him on roller skates before. I'd not seen contortionists in his show before. And I'd not seen these exact musical arrangements before either. Some aspects of the show were a little bit different, things that had evolved, moved on. But the core basics of his songs and his performance, his theatrics, were there because that's what people love and that is what people expect from him. You can inject new life into your offerings while staying true to what made them great in the first place. It's all about evolution.

By revisiting your past bestsellers and giving them a makeover, you're not just pleasing your customers; you're also streamlining your development process and slashing product development costs. Talk about a win-win!

If you're ready to level up your product game and unlock all these *sweet* benefits, I'm here to help. Whether you need a hand with reviews or reinventions, just send me a message by clicking here, and let's make some magic happen.

4 – Be Authentic

During the Vogue Halftime Show Youtube video, one of the designers was speaking about Usher and the outfits for the performance; 'I think this {the clothing}, speaks to who he already is, so it's never about covering up or creating a new entity for him, but more like how do we further develop or go into the next chapter of who he's been, who he is now, and who he's about to be.’

Not only is this further confirmation that we don't need to do a complete 180 for every new product, but it also shows that Usher is just trying to be Usher; his authentic self. Yes he’s evolving as the years go by, every great artist and brand does to keep things fresh, but he’s not changing the core of who he is or his fundamental brand identity.

We also see this in Usher's music. From the highs to the lows, he's bared it all in his songs, making them relatable to fans around the world. And that, my friends, is the key to building a loyal fan base.

Here's the takeaway for brands: in a world where personal connection is everything, authenticity is non-negotiable. Whether you're a brand or a brand owner, being honest, relatable, and visible is crucial to building trust with your audience.

And hey, don't just take my word for it. One of my clients saw their returning customer sales shoot up by a whopping 320% by embracing this strategy and focusing on building authentic relationships with her audience. Talk about a game-changer! Click here to read the case study on that.

5 – End on a High

Let's talk about ending on a high note—a lesson straight from Usher's Halftime Show that applies to every piece of content we create. The goal? Leave our audience craving more, not because they feel tricked by clickbait, but because they're genuinely excited about what we have to offer.

 Usher nailed this during his performance, closing out the show with one of his all-time classics that had everyone singing along. It was the perfect ending, leaving us wanting to hit repeat and keep the party going. And you know what? Usher made sure we could. From promoting his album on social media to teasing upcoming tour dates, he gave us plenty of ways to extend the experience.

And let me tell you, I was hooked. I called up my sister, already planning our concert outing. And judging by the flood of comments on Usher's Instagram, I wasn't alone in wanting more.

So, what's the takeaway for brands? It's simple: always include a call to action (CTA) in your content. Whether it's encouraging people to shop, leave a comment, or follow a link, give them a clear next step to stay engaged with your brand. After all, we don't want to just capture attention; we want to keep it. And that means guiding our audience on their journey with us, every step of the way.

The same principle applies to product launches. Start strong to grab attention, and end on a high note to leave a lasting impression. It's all about keeping our audience hooked and hungry for more. So, as you're crafting your next piece of content or planning your next collection, remember to end on a high. Trust me, your audience will thank you for it.

Keen to implement some of these strategies? Click here to book a free discovery call to explore how my P.R.O.F.I.T framework can help you increase your profits without giving yourself a bigger to-do list.