HBO hijacked Bud Light's Super Bowl ad, but it may not have had the impact it expected

HBO/Bud Light

A still from the Bud Light-HBO crossover ad

• In an unexpected move, HBO hijacked one of Bud Light's "Dilly Dilly" ads during the Super Bowl.
• Fans were surely in for a surprise, with the ad registering more than 2,300 mentions in just two minutes after being aired on social media, according to Brandwatch. 
• But the crossover may not all be good news. According to data company Oxford Road, the ad scored a pitiful 29.65%. 

In an unexpected move, HBO hijacked Anheuser-Busch InBev's ad for Bud Light to give fans a weird crossover "Game of Thrones"-Dilly Dilly commercial.

The ad started out as yet another iteration of Bud Light's viral campaign, in which medieval characters cheer "Dilly Dilly!" as knights and lords attend a jousting tournament.

But then "Game of Thrones" Gregor "The Mountain" Clegane entered the ring, and the show's iconic theme song "Rains of Castamere" song began to play, recreating several memorable moments from the series.

Read More: Here's the full list of all the Super Bowl commercials we know about

Based on social mentions, the ad registered more than 2,300 mentions in just two minutes after being aired on social media, according to Brandwatch. 

Some fans were completely caught off guard.

Others didn't hesitate to troll the brands.

The sentiment around Bud Light was 68.5% positive out of the 2,300 mentions. Many of the negative mentions were actually from people saying "Holy shit!" when they saw the show's Gregor "The Mountain" Clegane character. 

But the crossover may not all be good news. Data company Oxford Road said the crossover ad scored a low 29.65%. 

"That score is out of 100 and we almost never run anything below 90," said CEO and founder Dan Granger. "You have to work really hard to get anything close to 30%."