While Mason, Fappas, Yomtoubian and reps for Bud Light would not disclose how much meme creators were paid to post during the live event, Fappas said that it was on par with what he normally charges.

The first half of this year saw a sales slide of 3% for Bud Light, kind of a big deal for a brand that’s never known from downturns. For most of its 27-year history, Bud Light has been marketed ...