The Rise of UGC in Super Bowl Advertising: A New Era of Engagement

The Super Bowl has long been the ultimate stage for brands to showcase their most innovative, high-budget commercials. Traditionally, these ads relied on celebrities, humor, and cinematic production to capture attention. But in recent years, the landscape has shifted. With the rise of interactive and consumer-driven experiences, brands are leveraging QR codes, social media calls-to-action (CTAs), and user-generated content (UGC) to create more engaging and far-reaching campaigns.

UGC has become an incredibly effective tool in marketing, especially during high-profile events like the Super Bowl. Why? Because today’s audiences trust content from real people more than polished corporate messaging. As brands compete for consumer attention, they are realizing that authenticity and participation drive better engagement than traditional one-way advertising.

The Power of UGC in Super Bowl Advertising

Authenticity & Trust

Consumers trust content from their peers more than they trust brands. According to Nielsen, 92% of consumers trust recommendations from people they know, and user-generated content is found to be 2.4 times more authentic than brand-created content. A Super Bowl ad that incorporates real-life experiences, customer testimonials, or fan-created content feels more relatable, fostering a sense of authenticity that traditional ads often lack.

Social Media Virality

One of the biggest advantages of UGC is its ability to extend the life of a campaign beyond the Super Bowl itself. Studies show that UGC-based campaigns can generate 28% higher engagement rates than traditional ads. When fans see their own content featured in an ad, they’re more likely to share it, creating a ripple effect that boosts engagement and reach across platforms like TikTok, Instagram, and Twitter. Additionally, UGC campaigns have been found to increase brand recall by up to 50%, making them a highly effective tool for long-term impact.

Cost-Effectiveness

Super Bowl ads are notoriously expensive, with the average cost of a 30-second spot reaching $8 million in 2025. Integrating UGC allows brands to maximize exposure without dramatically increasing production budgets. Rather than producing entirely original content, brands can leverage pre-existing consumer content or run campaigns that encourage user participation.

Community-Driven Marketing

UGC campaigns don’t just engage audiences during the Super Bowl—they start conversations before and continue the momentum afterward. Doritos’ "Crash the Super Bowl" campaign is a prime example, receiving over 5,000 entries from fans submitting their own commercials. This massive participation not only built pre-game excitement but also extended engagement well beyond the event as winning ads were shared widely across social media and news outlets. By involving consumers in content creation, brands build stronger connections and ongoing engagement that extends well beyond game day.

How Catch+Release Makes UGC Affordable

For brands looking to integrate UGC into their marketing strategies, Catch+Release offers an accessible and scalable solution. Unlike traditional licensing or stock content services, Catch+Release enables brands to curate and legally license high-quality user-generated content from anywhere on the internet—quickly and affordably. Learn more about our pricing here.

Three Super Bowl 2025 Ads That Successfully Used UGC

Doritos Crash the Super Bowl Semi-Finalists 2025

1. Doritos Crash the Super Bowl

• How UGC was integrated: Doritos invited fans to submit their own Super Bowl ads, selecting the best ones to air during the game.
• Why it worked: The contest created buzz, making consumers feel directly involved in the brand’s advertising and fostering organic excitement.
• Results & impact: Massive social shares, brand engagement, and increased sales due to fan participation and word-of-mouth marketing.

A New Era in Connectivity – T-Mobile Starlink | T-Mobile

2. T-Mobile Starlink Announcement

• How UGC was integrated: T-Mobile used real UGC to showcase the kinds of meaningful moments that can be shared via phone, such as a baby taking her first steps, alongside real-time social media reactions and testimonials about satellite connectivity.
• Why it worked: Showcased authentic consumer experiences, demonstrating the real-world benefits of their new partnership with Starlink.
• Results & impact: High social media engagement, trending discussions, and increased sign-ups for the new satellite-based wireless service.

‘Your Attention, Please’

3. Novartis "Your Attention Please"

• How UGC was integrated: With help from the curators at Catch+Release, the Novartis creative team curated hundreds of images of breasts throughout history—from sculptures and paintings to models on the catwalk, influencers, and advertisements—emphasizing the omnipresence and cultural significance of breast health. Additionally, Novartis encouraged individuals to share personal stories about breast cancer awareness, which were incorporated into the campaign.
• Why it worked: Created an emotional impact by highlighting real stories, increasing audience connection and advocacy for breast cancer awareness.
• Results & impact: Significant social engagement, media coverage, and increased participation in breast cancer awareness programs.

Key Takeaways for Marketers

• Encouraging UGC participation - Brands should create incentives, challenges, or interactive campaigns that encourage consumers to share their own content.
• Best practices for integrating UGC - Ensure content aligns with brand messaging, obtain proper content licensing, and highlight the authenticity of user contributions.
• Looking beyond the Super Bowl -The principles of UGC-driven marketing can extend to everyday brand storytelling, creating consistent engagement throughout the year.

Super Bowl advertising is evolving, and UGC is at the forefront of this transformation. By embracing content created by real people, brands can build trust, increase engagement, and extend the impact of their campaigns far beyond a 30-second spot. As brands look to future campaigns, leveraging platforms like Catch+Release makes it easier than ever to source, license, and incorporate compelling UGC.

Ready to harness the power of UGC for your next campaign? Learn how Catch+Release can help.

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