Saturday Night Live debuted its highly anticipated three-hour 50th-anniversary special earlier this month, attracting nearly 15 million viewers and breaking NBC’s record for the most-watched primetime entertainment telecast since the 2020 Golden Globes. Some longtime viewers might say SNL “isn’t funny anymore,” but the numbers tell a different story. Over the past year, the show has generated more revenue than ever and continues to grow in popularity among Gen Z audiences. From commercials to social media, SNL’s marketing team found creative ways to engage a diverse audience and build excitement for a night that was sure to be unforgettable. Here’s how they did it:

Leaning on Nostalgia

One particularly memorable promo video featured clips from former and current cast members’ audition tapes, including stars like Amy Poehler, Seth Meyers, Jimmy Fallon, Gilda Radner and Will Ferrell. The rawness of the audition tapes, combined with the knowledge of how far these comedians have come, struck an emotional chord with fans.

NBC Insider built on this momentum with its “50 Seasons in 50 Days” campaign. Each day leading up to the anniversary, SNL’s official accounts and NBC Insider shared archival content spanning five decades, from behind-the-scenes stories to fan-favorite sketches. This daily nostalgia trip kept audiences engaged and gave both longtime fans and newcomers a crash course in SNL’s legacy.

Audience Involvement

Ahead of the special, NBC set up an interactive pop-up exhibit at Rockefeller Center called “Live From New York: The SNL50 Experience.” Fans got to step into the SNL world, explore famous sets, see props from memorable sketches, flip through old cue cards and even “join” the infamous Five-Timers Club.

Those who couldn’t attend in person got a taste of the experience through social media, as attendees shared their visits online, generating even more buzz for the special.

Innovative Advertising

One of SNL’s most eye-catching marketing moves was a viral video featuring massive notecards plastered across New York City landmarks, revealing the names of special guests for the anniversary episode. The video had viewers questioning whether the oversized notecards were real or CGI, sparking curiosity and engagement. This blend of digital illusion and real-world spectacle made for a campaign that felt fresh, interactive and distinctly SNL.

What made this video so effective was how it combined a modern, social-first approach with an iconic piece of SNL history—the notecards traditionally used to announce each episode’s host and musical guest. By turning this small but familiar detail into a larger-than-life stunt, SNL engaged both longtime fans who recognized the reference and newer audiences drawn in by the sleek, attention-grabbing execution. It was a perfect example of how a legacy brand can stay relevant by reinventing its own traditions in a way that resonates across generations.

Strategic Brand Partnerships

NBC and SNL weren’t the only ones who saw the 50th-anniversary special as a marketing opportunity. Brands like Volkswagen, Capital One and Dove used the event to create fun, memorable campaigns.

Volkswagen teamed up with SNL to produce a special edition of the beloved “The Californians“ sketch, featuring Bill Hader, Kristen Wiig and Fred Armisen. The collaboration seamlessly integrated the brand into one of SNL’s most popular recurring bits, making it feel natural rather than forced.

Playing into nostalgia, Capital One revived Molly Shannon and Ana Gasteyer’s classic “Delicious Dish” sketch for a commercial. The brand also hosted exclusive fan events and sweepstakes, encouraging engagement beyond the broadcast.

Dove, on the other hand, took a different approach. Instead of leaning on SNL’s past, it aired its first-ever comedic TV commercial during the special, using the opportunity to expand its brand voice and connect with audiences in a new way.

The Takeaway

By blending nostalgia with innovation, audience participation and strategic partnerships, SNL ensured its 50th wasn’t just another TV special. The show’s approach offers a clear lesson for brands looking to stay relevant after decades in business: honor your history, engage your audience and embrace new technology to meet fans where they are.