The NFL will finally let its broadcast partners air liquor commercials, posing a challenge to Beer brands, particularly official NFL sponsor AB InBev. As Beer makers lose market share to their higher-proof competitors, the NFL’s move turns digital platforms into crucial tools for AB InBev and others to earn much-needed visibility.
As a category, Beer brands earn a ranking of Average in L2’s Digital IQ Index: Beverages due to “very low” performances from Sol, Miller Genuine Draft, and Kronenbourg. However, a few brands in the study have advanced ahead of the pack by transferring their strong TV presence to digital.
Budweiser earns the most Facebook engagement of any Beer brand in L2’s study thanks to its 2016 Super Bowl and “America” campaigns. Budweiser has long been a top spender on TV advertising and frequently recycles its commercials on YouTube and other social platforms. In 2016, the brand dominated Facebook engagement by posting and promoting its 1980s ad, “Harry They Did It,” as a tribute to the late broadcaster Harry Caray. The ad generated nearly 600,000 interactions, more than any other promoted post in L2’s study.
Other AB InBev brands such as health-focused Michelob Ultra and Miller Lite also perform well on social media,. The latter’s “The Impossible Is Possible” video was one of the top organic posts on Facebook in L2’s study. Miller Lite also earns high engagement on Twitter by posting amusing GIFs, demonstrating that TV is not the only medium for engaging consumers.