Bud Light’s ‘Game of Thrones’ mashup and anti-corn-syrup stance net marketing gold

Jousting and jesting, the brand garnered the bulk of the Super Bowl’s social media impressions. However, its barbs targeting rival breweries earned it criticism as well as positive buzz.

By Beki Winchel
@bekiweki
Feb. 5, 2019

Ragan Insider Premium Content

The New England Patriots emerged once again as Super Bowl champions, but Bud Light claimed the big game’s marketing victory.

The Anheuser-Busch InBev brand grabbed viewers’ attention with its partnership with HBO’s “Game of Thrones.” In the ad, the beer’s Bud Knight—along with an arena of watchers—gets vanquished in gruesome fashion:

https://twitter.com/budlight/status/1092269815144828929

The Drum reported:

One of the most talked about brands, Bud Light, brought its Bud Knight into the fantasy world in its crossover spot with HBO’s Game of Thrones. Data from iSpot shows that ‘Jousting’ earned more than 170m social impressions by the middle of the third quarter.

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