Just when you thought this year's most adorable Super Bowl ad couldn't get any more adorable, it turns out there is more. The Budweiser Puppy campaign has released a follow-up video introducing the @BudweiserPuppy Twitter account.
I'm sure this means we should all get ready for a super social Super Bowl. It certainly means that days before the game, all other commercials are at a major disadvantage in the "adorable race," because Budweiser Puppy already has a lock on win, place and show with these three layers.
First, the original ad. Best minutes I've spent in the last few days. I say minutes because I've watched the 60-second spot many, many times. At the end, the ad introduces the #BestBuds hashtag, but you probably missed that because you had something in your eye.
Then, the follow-ups have included a video about training the animals, and brilliantly, an introduction to the Twitter engagement they're working from the Budweiser Puppy account.
The third layer is the Twitter account itself and Vine interactions.
They started by playing with the joke that the puppy can't work his keyboard. Adorable! I can't wait to see if the social team behind the account has a narrative trajectory in the works, or if they'll evolve the account spontaneously. I'm also looking forward to watching people make valiant efforts to get the puppy's attention.
Last year's winner in the Super Bowl advertising hijinks was Oreo, who made a great social media play in response to a temporary blackout, so you never know what will happen with game day ads or social media interaction. Social media is the Hail Mary pass that Super Bowl advertising needed to make it fun and relevant again, but it completely undermines the construct at the same time. Will you be watching how brands try to entertain and connect during the traditional Big Game advertising opportunities? We'll be talking about the best, the worst, and undoubtedly the most adorable, so join us back here after the game.
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