Peyton Manning gave Budweiser the best kind of advertising at the Super Bowl Sunday night – free! What Manning said was better than any airtime advertisers could have paid for and it was done without Budweiser’s knowledge. When the Super Bowl was done and Peyton Manny was asked about his big night of celebration he said that he was looking forward to was seeing his family, friends, teammates and drinking “Budweiser Beer.”
According to MSN Money on February 8, people thought that Manning was paid to say this, considering it happened a second time when he was standing with trophy in hand on the winner’s podium. Manning repeats his immediate wish list for celebrating the win while on that podium.
Manning’s list contained kissing his wife and kids then celebrating the win with family and teammates. While doing so he said that he was “gonna drink a lot of beer tonight…Budweiser. Von Miller’s buying,” was how he finished off that speech!
Budweiser couldn’t pay for that kind of endorsement, not once, but twice during the Super Bowl celebration. With everyone suggesting that Budweiser paid Manning to do this, the folks at Budweiser took to Twitter to set things straight. Lisa Weser from Bud posted:
“Hi Internet. For the record, Budweiser did not pay Peyton Manning to mention Budweiser tonight. We were surprised and delighted that he did.”
The Business Insider reports that the Peyton Manning endorsement of Budweiser may be the “single most valuable celebrity endorsement in history.” So why would they say that? Mark Borkowski, who is a brand and marketing expert was asked by the Business Insider and they write, “Manning’s endorsement of Budweiser was far more valuable to the brand than any commercial during the game could have been, because moments that appear to be so off the cuff and so innocent have so much more cut through than traditional ads.”
So what did those two mentions of Budweiser Beer do for the company? According to MSN Money News: “Keeping a running tally on brand recognition at the game, sponsorship analytic group Apex MG Analytic said just one mention by Manning was worth about $1.6 million for Budweiser, meaning the beer-maker benefited to the tune of $3.2 million for those two mentions.”
Budweiser sent 50 cases of beer to the after Super Bowl party which breaks down into 1,200 bottles. Apparently they wanted to make sure that Manning’s wish came true. This way he had no excuse not to “drink a lot of beer tonight…Budweiser.” And Von Miller did not have to buy this time around!
Budweiser paid $15 million for three Super Bowl ads to air this year and if only they knew how much free advertising they were about to get, they could have saved those big bucks! Advertisers everywhere could only hope for something this big to come along and put them in the spotlight. Manning’s shout out for Bud was enough to make the other advertisers drool! It looks as if Manning likes Bud and he didn’t need anyone to prompt him to say that!