Super Bowl advertising is shifting from a focus on single TV moments to real-time engagement across platforms. TikTok's Clubhouse activation during the Super Bowl aimed to enhance brand visibility through creator-led content, allowing brands like Doritos and Ulta Beauty to engage with audiences both before and during the game. This approach moves away from merely reacting to live moments on social media, placing brands directly in the cultural conversation. TikTok designed the Clubhouse to amplify Super Bowl ads, focusing on collaboration among athletes, creators, and brands. Doritos created an immersive environment reflecting its brand identity, while Ulta Beauty emphasized storytelling and pre-game rituals. TikTok reported a 13% increase in engagement around Super Bowl content year-over-year, indicating that brands are tapping into a more interactive, culturally relevant experience. For brands targeting Gen Z, the second screen is becoming as important as traditional TV ads. Chris Bellinger from PepsiCo noted that brands must adapt to this shift, allowing for creativity and real-time interaction. Doritos, with its history of user-generated content, has seen significant success, including a 35% increase in brand mentions during last year's Super Bowl and over 200,000 new TikTok followers. Ulta Beauty's CMO highlighted the importance of being part of ongoing cultural conversations, aligning their marketing efforts with where audiences are most engaged.