BUDWEISER'S ‘LOST DOG’, GANGNAM STYLE, AND THE LAW OF DIMINISHING RETURNS

Don’t get us wrong - we certainly understand why agencies want brands to advertise – especially at the “Big Game.”  We also understand that a great Super Bowl spot can increase “brand favourability.” 

Budweiser's "Lost Dog" spot, for example, has accrued around 26 million YouTube views.  But so what?  Other then simply reinforcing existing brand loyalty, what are these brands really demonstrating?  That their agency knows how to craft a compelling story? 

You may recall PSY’s smash hit ‘Gangnam Style.’  It has been viewed so many times since it was uploaded in July 2012 that YouTube had to upgrade the way figures were shown (this as the original counter was based on a 32-integer system.)  But let us ask you a question.  Even though, like us, you were likely one of the more then 2 billion people to play a part in this zeitgeist – were you any more inclined to purchase a PSY album or song?  Any more then someone might be in purchasing a Budweiser? 

So unless the goal is to aggregate a new revenue stream as a YouTube publisher, how on earth does Budweiser's "Lost Dog" spot address the reality that, according to the brand’s parent company Anheuser-Busch InBev NV - 44% of 21 to 27-year-old drinkers today have never even tried Budweiser?  Moreover, what relevance is the “brand favourability” accrued from an adorable Super Bowl puppy spot related to addressing Budweiser's free-fall in sales? 

It begs the question – what is the role of advertising?  What is the role of a commercial if it does not ever translate into actual sales?  As agencies and brands move forwards - we definitely think this question will need to be more clearly answered,  especially by agencies urging brands to spend $4.5 million for a 30-second spot.

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Goodbuzz is your source for the ideas, trends and technology behind the world's most innovative digital marketing strategies.  Goodbuzz is a digital agency based in Toronto, Canada.  We help brands create and capture value from emerging trends in technology, society and the workplace. We prototype the future and believe the best way to predict it - is to create it.  Follow us on Facebook or Twitter.

BUDWEISER GETS MOBILE

Budweiser, owned by Anheuser-Busch InBev, the worlds largest brewing conglomerate, ran mobile ads for its Bud Light Lime brand on the Weather Channel’s mobile site and within its iPhone application to promote its mobile initiatives.

Ads included videos and click-to-Bud Light WAP sites and the Apple App Store. The iPhone application banner ads were expandable ad units, so a user can touch the ad to expand it to take up a majority of the screen on the device, featuring a video that played within the ad unit that conveyed being on the beach and having a Bud.

“The idea was to promote Bud Light during the key summer months, with The Weather Channel iPhone application providing an exclusive opportunity and audience reach,” said the Vice President of mobile for The Weather Channel Interactive, Atlanta.  “Several creative executions rotated with important seasonal messages about Bud Light Lime and Bud Light’s Port Paradise promotion”.

The strategy behind The Weather Channel ad-supported app for iPhone was to make the top weather app even more useful while still remaining free for consumers.  It’s clear that Mobile customers respond to superior products and services---with more than 6.5 million downloads.   The Weather Channel application is now the top weather application in the Apple App Store, and its rich media expandable 320x40/300 ad unit offers a breakthrough creative execution.

Many of the banners in Bud Light Lime’s campaign drove consumers to the company’s Bud Light Lime Summer Hotspots iPhone Application. The application helps consumers locate hot spots in their area where they can cool off with a Bud Light Lime during the summer.  Also, consumers were driven to http://www.budlightlime.com/m/budlime.

Ads within the iPhone application also promoted Bud Light’s Paradise sweepstakes. Consumers were asked to text the keyword CRUISE to short code 23377 (BEERS) for a chance to win a cruise.

Bud Light’s adult consumers are heavy users of the mobile Web and 92 percent of TWC’s iPhone application users are 21 years of age or older.  The app is a great benefit to users and advertisers alike – opening the doors for expandable ads, click to video, GPS and more – all without sacrificing user experience.

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