“Dilly Dilly!” Those two words formed the basis of a multi-platform campaign that audiences made their own with countless tweets, comments, stories, Google searches, debates, Christmas Day sermons, hot takes, hashtags, bootleg apparel, ill-conceived tattoos and highway signs.
And when things really started to take off, we doubled down, creating a larger medieval world featuring wizards and oracles, rival armies and exotic lands, and one giant anthropomorphized beer can with a sword: the Bud Knight.
Dilly Dilly took on a life of its own. The cultural wave started with sports fans across the country and then began appearing in signs on pregame shows and in stadiums. A tweet from JJ Watt, coverage on ESPN’s SportsCenter, and an in-game audible call from Pittsburgh Steelers quarterback Ben Roethlisberger opened the floodgates, and soon, Dilly Dilly started to earn attention from the mainstream media and become a topic of conversation for millions. Media outlets from The Today Show to The New York Times talked about it. Dilly Dilly became the third-most popular autofill suggestion for Google searches of “What does…”