Budweiser has captured the hearts of many with its Super Bowl puppy, who made his return to the small screen—and debut on Social Media—this year in Budweiser’s Super Bowl commercial.
The brand introduced the puppy on Social Media, releasing a series of GIFs via Twitter featuring the puppy beginning a few weeks before the spot aired. Leading up to the game this past Sunday the brand took to Twitter, responding to anyone who tweeted about the spot in real time with a clever GIF featuring the Super Bowl puppy. In addition to engaging with users on Twitter the brand partnered with popular Viners to create clever six-second videos featuring the puppy.
For Budweiser Super Bowl commercials are a part of the brand’s history and DNA. However today’s consumer, specifically Millennials, consume and react to media differently. By Budweiser bringing the conversation to Twitter and Vine they are engaging in conversation with consumers in real-time, while still staying true the brand’s positioning.