MrBeast, Brad Pitt, and Bad Bunny Lead Super Bowl LX Celebrity Engagement Surge

Event summary

  • EDO released its Super Bowl LX Celebrity Engagement Ranker on February 10, 2026, measuring real-time consumer behavior to determine celebrity-driven brand engagement.
  • MrBeast's appearance in Slack's ad generated 37.3X the median engagement, topping EDO's charts.
  • Brad Pitt's Netflix ad and Bad Bunny's halftime performance also drove significant engagement, with 14.1X and comparable metrics to past top halftime shows, respectively.
  • Musicians like Sabrina Carpenter and The Backstreet Boys outperformed benchmarks, highlighting the impact of cultural relevance.
  • Non-traditional creative approaches, such as MrBeast's scavenger hunt and Brad Pitt's untitled film teaser, fueled curiosity and searches.

The big picture

EDO's report underscores the strategic importance of celebrity alignment in high-cost advertising, where authenticity and cultural relevance can drive measurable outcomes. The data suggests that the Super Bowl remains a critical proving ground for brands leveraging celebrity talent, with implications for broader advertising and media strategies. The engagement metrics highlight the evolving role of digital-native creators and musicians in shaping consumer behavior.

What we're watching

Celebrity Impact
How EDO's data on celebrity-driven engagement will influence future Super Bowl ad strategies and celebrity partnerships.
Creative Innovation
Whether non-traditional creative approaches will become a standard in high-stakes advertising campaigns.
Musician Influence
The pace at which musicians with active fan bases will be prioritized in brand partnerships beyond the Super Bowl.