STATSOCIAL DIGS DEEP INTO BUD LIGHT’s “BUD LIGHT PARTY” CAMPAIGN

Feb 7, 2016 | Insights

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One of the more buzzed about Super Bowl campaigns, in a year which seems to maybe have had more than usual — or maybe it always seems that way — is perennial Super Bowl advertiser Bud Light’s #BudLightParty initiative (and accompanying hashtag).

With a series of sneak previews whetting viral video appetites, and then finally a large scale ad elevated from relatively forgettable to the level of genuinely amusing thanks to the talents of its stars, Amy Schumer and Seth Rogen, the campaign is one of which anyone even half paying attention to this stuff is acutely aware.

Here was a highly circulated teaser:

https://www.youtube.com/watch?v=DKpsp69CAHg

At this time it was clear that while they enjoyed the suggestion of “party,” in the sense of bros shouting “woo!” and the piles of red Solo cups traditionally associated with their brand, they also were employing the spirit of this presidential election year for a bit of especially punny good times.

Worthy of the high cost of the ad time and paying for the pairing of one of America’s biggest stand-ups with one of its biggest movies stars? Who’s to say, but they were having fun with the word’s double-meaning.

And now here, below, is the whole enchilada. Not being a brand known for sparing expenses when it comes to its football advertising budget in general, and who is especially known to go downright hogwild for the Big Game, the finished product is appropriately eventful feeling. A reference to Millennial fave disaster flick, Independence Day is the commercial’s central gag.

And they even brought MMA superstar Ronda Rousey into the fray.

https://www.youtube.com/watch?v=k3bYwCdaRGQ

But, sarcastic or not, it is a message of some of sort of unity — even if it’s under the banner of low calorie beer — so we’ll regard it as a net positive.

Okay Bud Light with your gentle political satire. LET’S GET REAL!

Who — of the four presidential candidates the American media now officially seems to agree have the best shot at any kind of victory — find favor with your #BudLightParty hashtagging lot.

Well, it seems the campaign’s strongest sympathizers leaned left — not entirely surprising given the outspoken leftward leaning of the campaign’s spokespeople — and that they handily favor our former Secretary of State to be the leader of this fine nation.

To summarize the “multiple” metric to the uninitiated, in this instance it would mean that social networkers participating in the #BudLightParty hashtag are 3.41 times more likely to support Hillary than the average social networker. We feel often, to view an audience’s beliefs, likes, dislikes, behaviors, and allegiances through this lens as opposed to just raw numbers grants a far greater insight into the true heart of the audience being analyzed.

But, since we’re here, we may as well toss out some other stats surrounding this extremely high profile campaign. As the ad winds up employing a popular film reference as its central gag, let’s see what flicks these folks actually dig.

Well, talk about diverse. The whole range of contemporary popular films — notably lacking any starring Rogen or Schumer, and also notably lacking Independence Day but it reaches nowhere near that far back — are represented here.

So let’s see what this 62.2% male…

And 30% under 18 (ahem) crowd has been digging at the theater.

We’ll give them credit. Hollywood does not exactly churn out great films, yet Bud Light’s audience has seemed to favor many of the better films of recent times.

It’s a bit early to know how much more buzz the campaign will generate from it’s in-game airing, but we’re not here to sell Bud Light, we’re here to drink it — or perhaps another brand if so inclined — in celebration of our victory, after you all sign up for StatSocial and begin to use our insights to help grow and empower all of your social media campaigns and endeavors.

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