Singer Ye, formerly known as Kanye West, made nearly $20 million with his Super Bowl ad. His commercial quickly went viral on social media and not because of its quality. He actually didn't spend any money to make the commercial.
According to Ye, the commercial spot cost $7 million. This meant that there was no budget left over to make the commercial. He decided to take a selfie video on his phone, similar to an Instagram story. He used the opportunity to advertise his clothing brand Yeezy and nothing else:
Hey y’all, this is Ye, and this is my commercial,” he said. “And since we spent all the money on the commercial spot, we actually — we didn’t spend any money on the actual commercial. But the idea is I want you to go to yeezy.com. I’m gonna write it at the bottom of the screen and I got some shoes and mmmm that’s it.
YEEZY COMMERCIAL #SuperBowl : pic.twitter.com/wVPtMTGNom
— YEFANATICS (@yefanatics) February 12, 2024
Despite what one might think, the 30-second ad worked. The Economic Times revealed that the clothing brand managed to make $19.3 billion in just a few days. The unique marketing strategy made Kanye West go more viral than Beyoncé, who announced her two singles at the sporting event.
Esquire magazine reported that the artist released a new album with Ty Dolla $ign last Friday. Titled 'Vultures 1,' the album is available for a significant discount on Yeezy.com. The entire catalog now costs $18.95. This strategy proved that you don't need to produce high-quality commercials to go viral.
