As part of their ad blitz for this year’s big game, Bud Light is transforming a 200-room hotel in New Orleans into a "Bud Light Hotel," where they’ll be hosting the EA Sports’ Madden Bowl after the hotel opens on January 31.
In addition to a Facebook contest seeking a Correspondent for the Hotel, a concert featuring Flo Rida, Pitbull, and Stevie Wonder will be broadcast live on their MySpace page. And on Twitter, the brand is using the hashtag #herewego, which was launched with a 16-second video called "Lucky Chair" last week.
Last year, the hype was all around Bud Light Platinum, the amped up rendition of regular Bud Light with a 6% ABV. This year, the Bud Light brand needs to tout the same old beer with some killer new ads. In other words, this better be one lucky chair.
A 30-second spot during the Super Bowl this year is priced somewhere between $3.7 and $3.8 million. That’s nothing for big players like Bud Light, but the fact is, they’ve got some serious competition now. It’s been close to 20 years since the classic Bud…Weis…Er "Frogs Commercial" made its debut, and back in those days, Budweiser was king of big game TV spots.
But times have changed. In 2011, Volkswagen’s "The Force" Commercial blew up, and now holds the title for the most-shared ad of all time. And the Dorito brand has been killing it with their "Crash the Super Bowl" contest.
If I were to guess, I’d say Black Crown, the new beefed up Budweiser beer, will make a bigger splash than Bud Light, and Dorito will beat out both of those brands. Pepsi and Coke are also likely to come out swinging, along with Century 21, Axe, Best Buy, Mercedes, Chrysler, and GoDaddy.com. Check out AdAge for the full list of big contenders.
In total, A-B InBev has four minutes and 30 seconds of Super Bowl ad spots, ringing in at between $33.3 and $34.2 million total dollars spent on advertising. They’ve got two 60-second spots for Bud Light, two 30-second spots for Black Crown, a 30-second spot for the new Beck’s Sapphire, and one 60-second spot for the Clydesdale horses.
I’m not totally sure what I’m more excited about; the game itself, or the commercials. We’ll see when I decide to get a beer and use the bathroom.