Leading up to the big game, the conversation surrounding Busch beer was minimal with only 309 posts between February 1st through the 4th, but after game time the conversation increased more than 6x with over 2,595 posts after game time.

Sentiment before game

Sentiment during game

Not only did volume of conversation increase, but so did the proportion of positive sentiment in the conversation. With 45% of the total in game posts having a positive sentiment regarding Busch Beer compared to the 16% leading up to the game, the advert drove positive engagement with community. It was not all positivity talking about Busch, many twitter users were shocked Busch could afford a Super Bowl commercial and called in to question the quality of the product saying that the commercial was only funny to distract from the beer’s bad taste.