How Doritos and Ulta Used TikTok Clubhouse As a Super Bowl Second-Screen Power Play

That approach has delivered results for the brand: Doritos brand mentions grew 35% year-over-year during last year’s Super Bowl, while the brand added more than 200,000 new TikTok followers.

“If you’re going to get into this space, you have to let go,” he said.

For Ulta Beauty, TikTok Clubhouse is a way for the brand to participate in culture as it unfolds. According to CMO Kelly Mahoney, social platforms “shape conversation, influence trends, and give voice to authentic expression.”

“Around the Super Bowl, that means meeting people where they’re celebrating, creating, and connecting,” she continued.

But while grabbing second-screen attention is becoming critical, marketers agree that it doesn’t mean traditional Super Bowl ads aren’t still important.

“Nothing’s ever going to be a one-size-fits-all,” Bellinger said. “You’re talking to different audiences at different times for different objectives.”