We also created an epic Dilly Dilly moment when Philadelphia went to the Super Bowl, when the city made our catchphrase their own by redubbing it Philly Philly. We showed up at their Championship parade and gave everyone in the city free Bud Light, while skywriting Philly Philly and Dilly Dilly over their celebration.
Even months after the football season ended, Dilly Dilly remained on the tip of everyone’s tongues. When the Masters banned our beloved phrase, we sent 500 green Dilly Dilly hats for people to wear at the tournament.
Dilly Dilly was everywhere, resulting in 395,000 mentions on social and over 900 million earned media impressions overall. We increased retweets of our content by 111% and earned
789 press stories and posts.
But most importantly, we created a moment as big as anything else on the cultural landscape, brought people something they liked talking about, and put Bud Light back where it belongs: shared among friends across the country.