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Truly viral brand buzz phrases aren’t easy to come by, and Bud Light is enthusiastically exploiting its own two-word phenomenon while it’s still hot.
The latest Bud Light TV spot again extends its “Game of Thrones”-spoofing creative — and again features the “dilly, dilly” phrase that’s taken off on social — this time to promote its “Super Bowl Tickets for Life” Sweepstakes.
The “Handouts” TV ad (below), which debuted yesterday during Fox’s NFL football broadcast and NBC’s “Sunday Night Football,” will continue to air on NFL and other sports programming through Jan. 22, when the sweeps entry period ends, according to a brand rep.
In this second year of the sweepstakes, fans can enter for chances to win four tickets to each Super Bowl for up to 30 years, starting with 2018’s game, by buying specially marked packs of Bud Light and submitting the provided codes by text message, online or in person.
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The “dilly, dilly” phrase was first used by Bud Light in August, in a “Banquet” ad under the brand’s “Famous Among Friends” marketing platform. To date, that spot has been viewed more than 1.64 million times on Bud Light’s YouTube page.
The brand has used the catch phrase in other creative several times since.
A 15-second ad (actually named “Dilly, dilly”), released in October — currently showing 2.2 million views on YouTube — consists almost entirely of the medieval court characters using the phrase repeatedly in toasts. A “Pit of Misery” spot launched late last month, also incorporating the phrase, has so far garnered 252,000 YouTube views.
Bud Light also made the most of another publicity opportunity early this month, when Minneapolis-based Modist Brewery released a new Mosaic Double IPA called “Dilly Dilly.”
Instead of unleashing lawyers to protect its phrase, Bud Light posted a video on its Facebook page showing a town crier dressed in medieval garb objecting to Modist’s beer name, reading off of a parchment scroll.
“We are duly flattered by your royal tribute,” said the proclamation. “However, ‘Dilly Dilly’ is the motto of our realm. So we humbly ask that you keep this to a limited addition one-time-only run. This is by order of the king. Disobedience shall be met with additional scrolls, then a formal warning, and finally, a private tour of the pit of misery.”
Bud Light even offered Modist two “thrones” at the Super Bowl.
The tongue-in-cheek rebuke paid off in positive response from beer fans, another flood of video views — and a promise from Modist to rename the IPA “Coat Tails” as of its next batch.
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December 11, 2017 at 11:21AM
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