Right up until the Super Bowl users on Twitter had been discussing the implications of Budweiser’s “Born the Hard Way” advertisement with those from the left and right saying that it was a pro-immigration propaganda, anti-Trump ad while Budweiser and a few less polarized users continued to say that the ad was merely a celebration of the immigrant roots of the company’s founder, Adolphus Busch.

For the brand, a statement that it had no political intent with the ad did nothing to dowse the fire on twitter. During the game @Budweiser never mentioned “Born the Hard Way” and tried to focus on the brand’s normal go to Super Bowl stars, the Budweiser Clydesdales, with a live feed on Periscope. This barely shifted the needle of off the immigration conversation only encompassing less than 10% of the total during game conversation.

Prior to game sentiment

During-game sentiment

Fortunately for the brand, sentiment of the conversation skewed highly positive compared to sentiment the day before with about 45% of the posts having a positive sentiment towards the brand. Many of these tweets like the one below praised Budweiser along with other brands that had an immigration bent to their ads.