Chinese e-commerce app Temu, operated by PDD Holdings, is gearing up to air its second Super Bowl ad this Sunday, along with a massive $10 million giveaway promotion. The move underscores the company’s aggressive push to expand its presence in the United States.
The decision to purchase a Super Bowl ad spot, which typically costs millions of dollars, is an unusual move for a Chinese firm. However, this will mark Temu’s second consecutive appearance at the football event, demonstrating the strong commitment of its parent company, PDD, to penetrate the U.S. market.
In addition to the commercial, Temu is set to offer $5 million in coupons and credits as part of an ongoing initiative. On the day of the Super Bowl, the company plans to ramp up the excitement with an additional $10 million in giveaways.
Despite the lack of specific details on the ad’s content or the cost of the ad spot, the upcoming ad follows Temu’s initial foray into the Super Bowl advertising arena in 2023. The previous commercial, featuring a young woman marveling at the affordable prices of clothing and accessories offered by Temu, received mixed reviews. While 51% of respondents expressed admiration for the ad, 21% expressed dislike, with 34% questioning the credibility of the claims made in the ad.
Undeterred by the mixed reception, Temu has continued to invest heavily in marketing efforts, particularly on platforms such as Facebook. Data from Sensor Tower indicates a substantial year-on-year increase in Temu’s U.S. ad spend on Meta-owned Facebook and Instagram, resulting in significant user acquisition. In fact, Temu was the most downloaded app in the U.S. last year, reflecting the success of its marketing strategy.
