{"id":96880,"date":"2025-02-19T06:18:21","date_gmt":"2025-02-19T06:18:21","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/how-brands-helped-power-snl50\/"},"modified":"2025-02-19T06:18:21","modified_gmt":"2025-02-19T06:18:21","slug":"how-brands-helped-power-snl50","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=96880","title":{"rendered":"How Brands Helped Power SNL50"},"content":{"rendered":"


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Live from New York, it\u2019s SNL50\u2019s brand partners<\/a>.<\/p>\n

NBCUniversal\u2019s SNL50 celebration over the weekend was a massive undertaking that included musical talents like Bad Bunny and Sabrina Carpenter, former cast members such as Tina Fey and Amy Poehler, and fan-favorite celebrity hosts such as Tom Hanks and Emma Stone\u2014with everyone stuffing into Saturday Night Live\u2019s home of Studio 8H to participate and watch the episode live.<\/p>\n

And from the SNL50 Homecoming Concert on Friday to the sketch comedy show\u2019s anniversary special on Sunday, brands were a part of the experience every step of the way.<\/p>\n

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Sari Feinberg, svp of marketing and brand partnerships, NBCUniversal, said the company worked with advertisers for two years leading up to the big event, with sponsors including Capital One, Allstate, T-Mobile, Volkswagen of America, L\u2019Oreal Groupe\u2019s Maybelline NY, and CeraVe.<\/p>\n

\u201cWe looked for partners that were a great brand fit with the show, but that could also help elevate the relationship beyond a traditional way,\u201d Feinberg told ADWEEK. \u201cBrands that didn\u2019t want to just make content\u2014that really leaned into this from a consumer perspective but that had a sense of humor and trust to work with SNL in a comedic way.\u201d<\/p>\n

To take brand support beyond that traditional sponsorship, SNL teamed with the partners to create custom ads featuring SNL talent. For instance, Volkswagen recently debuted a new spot<\/a> reimagining the classic Californians skit, with Fred Armisen, Bill Hader, and Kristen Wiig reprising their roles.<\/p>\n

The custom brand campaigns helped build hype in the months leading up to SNL50, airing across NBCUniversal\u2019s portfolio of SNL episodes, the Macy\u2019s Thanksgiving Day Parade, Big 10 football games, the SNL50 Homecoming Concert, and the Red Carpet special on traditional linear broadcasts, Peacock, and social media channels. <\/p>\n

The campaigns were also done mindfully, running in the lead-up to the anniversary event rather than during the actual episode on Sunday, avoiding any confusion between the branded campaigns and SNL\u2019s commercial parody sketches, according to a source familiar with the matter.<\/p>\n

Among other creative executions, Maybelline\u2019s 30-second spots featured former SNL cast members like Vanessa Bayer and Cecily Strong using its products; T-Mobile\u2019s 60-second commercial showcased Kenan Thompson and Marcello Hern\u00e1ndez performing a song about the company; Allstate aired a spot with digital short trio Please Don\u2019t Destroy alongside the brand\u2019s iconic Mayhem character; and one of Capital One\u2019s 30-second spots starred former SNL cast members Ana Gasteyer and Molly Shannon with Samuel L. Jackson. <\/p>\n

<\/p>\n

Meanwhile, CeraVe debuted a new commercial in the days leading up to the SNL50 weekend that featured Bowen Yang and Sarah Sherman as band members suffering from excessive dandruff. <\/p>\n

Both the Volkswagen and CeraVe spots aired during the Homecoming Concert livestream<\/a>. <\/p>\n

Outside of branded spots with SNL talent, the partnerships gave viewers new ways to access SNL50 through custom behind-the-scenes content that was developed for every platform. NBCUniversal also worked closely with talent to post across their individual social channels leading up to the big night.<\/p>\n

\u201cCurrent and former SNL members put themselves out there in front of fans through these brands,\u201d Feinberg said. \u201cWe want to make sure we\u2019re doing this in a great, really smart, and creative way.\u201d<\/p>\n

Staying active<\/h4>\n

Brands also held activations throughout the weekend to continue to build excitement, including a Maybelline Lounge on the red carpet. Plus, Volkswagen deployed an ID. Buzz on-site dropping off attendees, and T-Mobile sponsored a glam bot to catch all those celebrity poses. <\/p>\n

Other activations included T-Mobile hosting an event at its Times Square location, which was decked out in SNL50 branding and included Thompson and Hernandez doing a meet-and-greet with fans. Meanwhile, Capital One hosted two events\u2014one at the Capital One Cafe and at the Time Square location\u2014that featured special drinks, photo opportunities, and appearances from Gasteyer and Shannon. <\/p>\n

At Advertising Week last October, Mark Marshall, chairman, global advertising and partnerships, NBCUniversal<\/a>, noted that brand partners had to \u201clet go of some of their control\u201d in order to fit the tone of the show and acquiesce to the SNL talent. <\/p>\n

Feinberg reiterated that point, noting that partners were able to customize sponsorships in a way that worked for them as well as the show.<\/p>\n

\u201cEverybody leaned in in a different way that felt great for their brand, but of course, it felt right for the tone and the tenor of the show that we had on that night and across the season,\u201d Feinberg said. <\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

Live from New York, it\u2019s SNL50\u2019s brand partners. NBCUniversal\u2019s SNL50 celebration over the weekend was a massive undertaking that included musical talents like Bad Bunny and Sabrina Carpenter, former cast members such as Tina Fey and Amy Poehler, and fan-favorite celebrity hosts such as Tom Hanks and Emma Stone\u2014with everyone stuffing into Saturday Night Live\u2019s […]<\/p>\n","protected":false},"author":1,"featured_media":96881,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[13829,17678,1783,45721,45722,45720],"dealstore":[],"offerexpiration":[],"class_list":["post-96880","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-brands","tag-helped","tag-power","tag-programming-performance","tag-snl50","tag-streaming-ott"],"yoast_head":"\nHow Brands Helped Power SNL50 - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=96880\" \/>\n<link rel=\"next\" href=\"https:\/\/fivemor.com\/?p=96880&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Brands Helped Power SNL50 - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Live from New York, it\u2019s SNL50\u2019s brand partners. NBCUniversal\u2019s SNL50 celebration over the weekend was a massive undertaking that included musical talents like Bad Bunny and Sabrina Carpenter, former cast members such as Tina Fey and Amy Poehler, and fan-favorite celebrity hosts such as Tom Hanks and Emma Stone\u2014with everyone stuffing into Saturday Night Live\u2019s […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=96880\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-19T06:18:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-3.48.11\u202fPM-e1739911717796.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"315\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=96880#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=96880\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"How Brands Helped Power SNL50\",\"datePublished\":\"2025-02-19T06:18:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=96880\"},\"wordCount\":758,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=96880#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-3.48.11\u202fPM-e1739911717796.png\",\"keywords\":[\"Brands\",\"Helped\",\"Power\",\"Programming & Performance\",\"SNL50\",\"Streaming & OTT\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=96880#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=96880\",\"url\":\"https:\/\/fivemor.com\/?p=96880\",\"name\":\"How Brands Helped Power SNL50 - 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