Even though both shelled out big bucks for a TV spot in this year's Super Bowl, it shouldn't come as a surprise that Anheuser-Busch has a little bit more money to work with than smaller advertisers. After all, the brewer did have four social media war rooms stationed around the country tonight.
It appears that Budweiser was particularly aggressive in paid social for both Budweiser and Bud Light during the event. The brand bought Promoted Tweets against keywords from some of this year's smaller Big Game brands, including Newcastle, Loctite and Mophie.
At one point later in the game, Loctite was trending on Twitter, which may have caused A-Bev's social team to act quickly and buy promos against the "Loctite" search term. Once the glue maker realized what was happening, it sent out a tweet warning Budweiser to back off of its social turf.
Hey, @BUDWEISER! Stop bidding on our ad keywords. Love, Loctite— Loctite Glue (@LoctiteGlue) February 2, 2015
The brand has also taken aim at competitors' Miller Lite and Coors Light. At about 10 p.m., searching for Coors Light bore a Promoted Tweet from Bud Light at the top of search results (see below example).
So it looks like all's fair in love and Super Bowl marketing, especially when you have Anheuser-Busch's war chest to work with.