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eaching and identifying with their audience. USA Today even created an “Ad Meter” where
viewers can vote for the favorite Super Bowl ads in real-time during the game, providing
statistics on the “top rated ads,” including statistics on the number of votes received and
the percentage of total votes. A prime example of a company who uses this additional
media coverage to their advantage is Anheuser Busch, who has increased the efficacy of
their image by repeatedly “winning” top Super Bowl ad of the year. In the past 15 years,
they have won the top spot 13 times with a three year winning streak as of Super Bowl XLIX
(USA Today, 2015). Budweiser Vice President, Brian Perkins stated that “the month
following last year’s Super Bowl marked the strongest Budweiser sales in more than a year,”
(Killoran, 2014) referring to their 2014 advertising success (again, ranking on top in the
concurrent Ad Meter social media contest). This exemplifies the real financial returns and
growing market shares that can be expected from these initially lofty commercial
investments.
Exhibit 4. Advertising.
Aside from the increased awareness that Anheuser Busch receives from advertising to
millions of engaged viewers, the Super Bowl also poses a unique opportunity to interact
with your consumers prior, during, and post game. Prior to Super Bowl XLIX, the media
highlighted Anheuser Busch’s winning streak and their extensive social media usage to
engage consumers in a chance to win tickets to the game in Pheonix and promote their
brand. They incorporated Twitter and Facebook to market their contest, hired famous Vine
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