In the world of entertainment, controversy sells. But rarely has a feud been leveraged as masterfully as the rap beef between Kendrick Lamar and Drake in the lead-up to Super Bowl LIX. What started as a war of words between two of hip-hop’s biggest names turned into an unprecedented marketing opportunity—one that the Super Bowl’s marketing team exploited to deliver the most-watched halftime performance in history.
This wasn’t just about music. It was about audience engagement, strategic promotion, and cultural relevance. The NFL and its partners saw an opportunity to capitalize on a rivalry that had already dominated social media, music platforms, and mainstream headlines. The result? A record-breaking performance that transcended the Super Bowl itself.
The Kendrick-Drake rivalry had been simmering for years, with both artists throwing subliminal shots at each other. But in the months leading up to the Super Bowl, tensions escalated. Diss tracks, social media debates, and public speculation turned their feud into the biggest rap battle in recent memory.
Fans picked sides, dissecting lyrics and analyzing every move. The media amplified the drama, fueling nonstop conversations. Suddenly, Kendrick Lamar wasn’t just a performer at the Super Bowl—he was a symbol of something bigger. And whether you were a fan of his or not, you wanted to see what he would do.
Recognizing the power of this moment, the Super Bowl’s marketing team executed a brilliant campaign that leaned into the drama without directly addressing it. Here’s how they did it:
1. Strategic Teasing and Social Media Engagement
The NFL and its sponsors carefully curated their promotional materials. Cryptic teasers featuring Kendrick Lamar created intrigue without revealing much. Meanwhile, fan-driven discussions about the rap beef dominated social media, generating organic promotion at no cost to the Super Bowl organizers.
But the biggest tease of all? The repeated hints that Kendrick might perform “Not Like Us,” the scathing diss track aimed at Drake. This track was so explosive that Drake had reportedly taken legal action against Kendrick over it, further intensifying speculation.
Throughout the halftime performance, Kendrick played into this hype masterfully. Every transition, every visual choice, and even the beats teased the possibility of “Not Like Us” being performed. The audience was kept on edge, wondering: Will he actually go through with it?
Then, in a moment that cemented this as one of the greatest Super Bowl performances ever, Kendrick actually performed “Not Like Us.” The message was clear: If you’re going to do something, do it. No hesitation. No going back. It was the ultimate statement—not just in hip-hop but in marketing.
2. Leveraging Music Streaming and Viral Content
The feud led to a surge in streaming numbers for both artists. Every diss track was analyzed and replayed millions of times. The marketing team capitalized on this by subtly weaving hip-hop culture into the Super Bowl’s promotional content. Even brands unaffiliated with the NFL jumped in, using references to the feud in their ads, memes, and tweets—further fueling anticipation.
3. Traditional Media Buy-In
Major media outlets ran stories speculating about Kendrick’s performance. Would he respond to Drake on stage? Would he bring out special guests? This speculation created a sense of “must-watch” urgency, ensuring that even casual viewers tuned in, just in case history was made.
4. The ‘Event-Within-An-Event’ Effect
The Super Bowl is already the biggest televised event in the U.S., but this added layer of drama made it feel like two spectacles in one:
By positioning the halftime show as more than just a performance, but rather a potential cultural moment, the NFL turned curiosity into record-breaking viewership.
The result of this marketing strategy? Super Bowl LIX’s halftime show became the most-watched in history, with a staggering 133.5 million viewers. This shattered previous records and solidified Kendrick Lamar’s place in entertainment history.
Comparing the numbers:
Social media engagement skyrocketed, with Kendrick-related hashtags trending worldwide before, during, and after the performance. Streaming platforms saw an immediate boost in his catalog’s plays, proving that the hype extended beyond just the Super Bowl broadcast.
The impact of the performance didn’t stop when the final notes faded. In the days following Super Bowl LIX, social media exploded with clips, memes, and discussions. Trending topics and viral videos ensured that the conversation surrounding Kendrick’s performance—and that fateful moment when he dropped “Not Like Us”—remained a hot topic for weeks.
This post-performance buzz translated into millions of additional views across digital platforms, and the narrative of the performance was dissected by fans and media alike. Recognizing the sustained momentum, Kendrick Lamar leveraged the heightened attention to announce a worldwide tour. This strategic move not only capitalized on the buzz but also transformed the halftime show into a launchpad for his global musical journey, reinforcing his position as both a cultural icon and a savvy marketer.
The Kendrick Lamar Super Bowl performance wasn’t just a musical showcase—it was a marketing masterclass. Here are key takeaways for brands looking to create viral moments:
Hate may not always be a good thing, but in this case, it was the catalyst for the biggest marketing campaign in Super Bowl history. The Kendrick-Drake feud gave the Super Bowl marketing team a once-in-a-lifetime opportunity to turn a halftime show into a must-see cultural moment. And they executed it flawlessly.
The lesson? In marketing, the best campaigns aren’t always the ones you create from scratch—they’re the ones you recognize and capitalize on before anyone else does.
Ps: “They Not Like Us”
The OW Team
Credits:
https://www.instagram.com/cole/p/DF4AtvVTKvl/?hl=en
https://www.instagram.com/pglang/p/DF8VMkvv9Yl/?hl=en
https://www.tiktok.com/@pokemonmasterzo/video/7470313052315880747
https://www.billboard.com/photos/kendrick-lamar-2025-super-bowl-halftime-show-best-photos-1235896866/15-20-kendrick-lamar-super-bowl-lix-halftime-show-2025-billboard-1548/