Why It Was All Beer And Skittles For Budweiser At The Super Bowl

Why It Was All Beer And Skittles For Budweiser At The Super Bowl
SHARE
THIS



If anyone’s smiling after last Monday’s Super Bowl – other than the eventual winners, the Denver Broncos – it has to be Budweiser’s CMO.

The famed beer brand not only had some of the best campaigns during the game, it killed it for social media mentions and then, the icing on the marketing cake, the winning quarter back spruiked the beer after accepting the trophy – a bonus $US14 million in free exposure to a TV audience estimated at 115 million Americans.

When it came to social media mentions, the beer brand was mentioned four out of five times according to monitoring firm Synthesio. Bud got 80.8 per cent of the social media discussion when beer brands where mentioned during the game. Bud Light came a distant second with 9.9 per cent.

Budweiser also used the game to air its anti-drink driving campaign featuring British actress Dame Helen Mirren which racked up more than four million views online making it third most viewed ad from Monday’s game.

However, it was Denver’s winning quarterback, Peyton Manning, that was the true kicker for the brand.

Manning was being interviewed post-match and said his celebratory plans include “drinking a lot of Budweiser”. Later on the winner’s podium he added: “What’s weighing on my mind is how soon I can get a Bud Light in my mouth”.

There had been speculation that Manning had been paid for his endorsement, however, Budweiser has subsequently denied the claim. Although it has been revealed in US media that Manning owns shares in the brewer.

Head of marketing at Anheuser-Busch InBev – brewers of Bud in the US – Lisa Weser said in a tweet: “Hi internet. For the record Budweiser did not pay Peyton Manning to mention Budweiser tonight. We were surprised and delighted that he did.”

Manning’s endorsement of the brand was reportedly worth $US9 million in free media coverage and a further $US5 million in social media mentions.

And it appears Manning’s no fool when it comes to endorsing products. According to Forbes magazine he makes an extra $US12 million annually (that’s aside from the $US17 million a year he gets for playing football) for putting his name to brands such as Gatorade, Buick and pizza chain Papa John’s (where he reportedly owns a number of franchises).

Interestingly, Manning was seen drinking Gatorade before the match started on Monday and later, after the win, was seen kissing Papa John’s founder and CEO John Schnatter.

And according to data by Australian media monitoring firm iSentia, Budweiser was also the most talked about brand in Australia. And that’s despite local lad, Peter Carstairs, near triumph in the Doritos’ Crash the Super Bowl competition. Here’s how the brands played out in Australia according to iSentia:

Screen Shot 2016-02-10 at 10.49.34 AM

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]