Temu’s unexpected Super Bowl commercials raise questions about the company’s strategies and visibility in the US market.
Super Bowl 2024: Forget the halftime show; the real game changer at Super Bowl LVIII may occur off the field. Temu, a rising Chinese player in the industry, recently gave Super Bowl 2024 a taste of the e-commerce world with three back-to-back commercials. This unexpected marketing move piques interest: what is Temu, and how does it intend to capitalize on the largest sporting event in the United States?
The Super Bowl 2024 will feature a heated matchup between the Kansas City Chiefs and the San Francisco 49ers, attracting interest beyond die-hard football fans. While the game itself is captivating, an unusual element has piqued interest: a shopping app that is not typically associated with major sporting events has secured three prominent Super Bowl commercial spots.
What is the e-commerce app Temu?
While one might expect a powerhouse like Amazon to dominate the advertising space, Temu, an e-commerce platform linked to Chinese conglomerate Pinduoduo, landed three coveted commercial spots. This begs the question: what strategies did Temu use to gain such high visibility in the US market?
However, Temu is not aimed at billionaires; rather, it is a bargain-hunting app that offers low-cost products shipped directly from Chinese warehouses. Nevertheless, despite its emphasis on affordability, Temu was able to secure a prime 30-second commercial slot. There are three slots available, not just one or two.
What is the Temu advertisement about?
The advertisement shows a woman with curly hair casually scrolling through a selection of clothes on her phone. Whatever she puts in her cart is easily applied to herself and the people around her. The main message of the advertisement is, “Download the TEMU app and shop like a billionaire.”
According to TIME, “the company received complaints to the Better Business Bureau (BBB), which currently has an average rating of 1.81 stars out of five from customers. It also has a C rating and is not accredited by the Better Business Bureau.
Temu ad sparks a Super Bowl meme frenzy.
Most online viewers criticized the Super Bowl advertisement, and many wondered how the new app could afford to pay $7 million for each 30-second commercial during the game. Temu, on the other hand, will air its second commercial during the football game, having debuted its first the previous year. According to a spokesperson, Temu plans to award an additional $10 million on Super Bowl Sunday.
According to TIME, “the company received complaints to the Better Business Bureau (BBB), which currently has an average rating of 1.81 stars out of five from customers. It also has a C rating and is not accredited by the Better Business Bureau.
Temu ad sparks a Super Bowl meme fest
Most online viewers criticized the Super Bowl advertisement, and many wondered how the new app could afford to pay $7 million for each 30-second commercial during the game. Temu, on the other hand, will air its second commercial during the football game, having debuted its first the previous year. According to a spokesperson, Temu plans to award an additional $10 million on Super Bowl Sunday.