HBO’s unexpected takeover of Bud Light’s “Jousting Match” ad to promote the upcoming season of “Game of Thrones” had everyone talking.
The ad, which cost an estimated $9.4 million, according to iSpot.tv, amassed more than 183 million social impressions.
The ad (and its dragons) may have set social media ablaze, but it didn’t do much for Bud Light as a brand, according to the ad agency Oxford Road. The ad scored a low 29.65% in Audiolytics, the agency’s proprietary data-driven process that grades ads based on 71 weighted components.
The Bud Light campaign was also popular among advertising professionals on the work-chat app Fishbowl, representing 23% of all Super Bowl campaign discussions on the platform. The campaign with HBO also ranked first in a poll on the app, capturing 30% of the votes.
But Bud Light had three other commercials touting that it doesn’t use corn syrup, disappointing corn farmers across the country, according to Brandwatch.
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