For Super Bowl LI, Anheuser-Busch has been running an interactive game in Snapchat’s NFL content and across the app’s other Discover channels, which are used by a few dozen publishers like ESPN, Bleacher Report and Vice. The endeavor has evidently gone swimmingly for the beer marketer.
The U.S.-only campaign, which started on Thursday and concludes tonight, was age-gated to exclude minors and focused on a relaunch of the Bud Bowl, the TV spot that first aired during the 1989 Super Bowl. The Bud Bowl game has been presented within a Snap Ad, which is Snapchat’s full-screen, vertical-video ad product that allows viewers to swipe up to see more content. Snapchat has roughly 68 million North American daily users.
According to data exclusively shared by the companies with Adweek, the top-performing ad got a 10 percent swipe-up rate, which resulted in an average watch time of 108 seconds. Overall, at press time, the Bud Bowl game has been viewed by millions and has accrued 4,700 hours of time spent. Snap Inc., Snapchat’s parent company, also revealed that thousands of the app’s users unlocked dedicated geofilters while playing the game.
The Snapchat effort has allowed the company to bring back the historic Bud Bowl ad “in a unique and modern way by letting [consumers] take control of who the winner is,” said Lucas Herscovici, vp of consumer connections at Anheuser-Busch, in an email.
Meanwhile, Budweiser’s had a big couple of weeks. Its third-quarter Big Game spot, “Born the Hard Way,” has been viewed 27 million times on YouTube alone. The ad focuses on the immigrant story of Adolphus Busch, who founded the American company in the 19th century.
The ad has created a wave of controversy on social media among supporters of President Donald Trump, many of whom believe the beer brand was being critical of the White House’s immigration policies. A misspelled hashtag, #boycottbudwiser, trended for a couple days after the Super Bowl.
Here’s the spot: