Is there no such thing as bad publicity? Bud Light’s first Twitter post after the Dylan Mulvaney controversy has 11.1 million views, with 25,000 comments — a comparison just before got a million
- In its first social media post since the eruption of the Dylan Mulvaney controversy, Bud Light garnered 11.1 million views
- That figure contrasts with an average of several hundred thousand views per post in the month prior to the failed marketing campaign
- While the partnership with the trans influencer ruffled many feathers, it has led to significant brand awareness
As Bud Light continues to push back against his partnership with transgender influencer Dylan Mulvaney, millions are flocking to his social media pages to view its content.
On Friday, after nearly two weeks of silence, the Bud Light Twitter account posted again. The brand tweeted out an icy can of its classic brew that read “TGIF?”
While the post received numerous negative comments regarding the controversial brand collaboration with Mulvaney, it has so far garnered a whopping 11.1 million views and 25,000 comments.
That massive figure becomes even more striking when compared to the brand’s most recent tweets, most of which fall well below the 1 million mark.
Even a recent popular tweet from late last month promoting the brand’s March Madness sweepstakes was viewed just 1.2 million times.
The brand returned to social media on Friday to post for the first time since the controversy erupted. The post was viewed 11.1 million times
Even a recent popular post from the brand promoting the March Madness sweepstakes received a whopping 1.2 million views compared to its more recent work
Despite the nature of the attention, Bud Light’s partnership with Mulvaney seems to have paid off in terms of the amount of sheer exposure it’s brought to the brand.
Brand reach is a primary tool used to measure the success of marketing campaigns. And by the numbers alone, the partnership with Mulvaney has probably exceeded all expectations.
Typically, however, that reach isn’t supposed to come with a $6 billion loss in market cap and hundreds of thousands, if not millions, of dissatisfied customers.
The disastrous fallout from the Mulvaney partnership led to a lukewarm apology for the Anheuser-Busch CEO last week, but it remains unclear exactly what the next step for the struggling brand will be.
Budweiser released a patriotic new ad on Friday featuring its iconic Clydesdale horse.
The one-minute commercial features shots of the animal galloping through Western landscapes and past landmarks including the Lincoln Memorial and Brooklyn Bridge.
The ad for the beer — which, like Bud Light, is owned by Anheuser-Busch — appeared to represent a return to traditional values for the brand, which historically appealed to American workers.
However, online users called the ad a pathetic attempt to right the ship that had been permanently steered in the wrong direction with the Mulvaney partnership.
The iconic Clydesdales gallop through iconic American environments
“My favorite ad by far was the Clydesdales after 9/11. It was absolute perfection. After your embrace of the trans agenda, glorifying a man seeking his 15 minutes of fame by mocking women. I will never buy, drink or serve your beer again’ wrote a user.
“Is the horse trans now?” wrote radio host Dan O’Donnell.
“No, you destroyed your own base and market because you had to wake up. I will never drink any of your products again,’ wrote Brandon Saario.
‘Lol, hard spindle huh?’ wrote Angela McArdlethe president of the Libertarian Party.
Commentator Philip Holloway wrote, “Now don’t look at Anheuser Busch and Budweiser, but the Clydesdale has already left the barn. The train has left, the ship has left the station.’
Bud Light and Budweiser are different brands under the same parent company. With the new ad, the latter – often referred to as The King of Beers – appears to be stepping in to save Bud Light’s reputation.
Mulvaney’s April 1 Instagram post said she drank a beer with her face pressed to the can and lay in a bathtub knocking Bud Light back
In her controversial ad, Mulvaney posted a clip of herself sipping face down on a one-off custom Bud Light can to promote the March Madness contest. to dawn.
Mulvaney became known for the ‘days of girlhood’ videos, in which the 26-year-old documented her first year of identifying as a girl.
But the TikTok star has angered some feminists and conservatives over claims that she’s a “girl” and adopts parts of being a woman that she finds interesting — without dealing with the misogyny or prejudice that many women face.