Michelob Ultra celebrated the ‘Greatest Comeback In Sports History’ with a team of six superstar athletes plus a private jet to take winners of its sweepstakes to once-in-a-lifetime VIP sporting experiences.
The brand’s six-strong ‘Team Ultra’ athlete ambassador team of Serena Williams, Anthony Davis, Alex Morgan, Jimmy Butler, Nneka Ogwumike and Brooks Koepka were all chosen because they know just what it takes to make a successful comeback.
The on-pack campaign positions the USA’s journey out of the pandemic as ‘one of the greatest comebacks in history’ and marks a summer of (fingers crossed) joyful reunions, epic celebrations and exciting moments linked to the return of live sporting events with a campaign offering sports fans a chance to take their celebrations to the next level.
The sweepstakes runs from 7 June through 12 September with winners announced throughout the summer and the Grand Prize awarded on 13 September.
Consumer purchasing products signed by some of the world’s greatest athletes can enter a sweepstakes to be in with a chance of winning tickets to some of 2021’s biggest sporting events (the bonus grand prize for those who collect all six signatures includes travel on a private jet), plus ULTRA branded merchandise.
The prizes include pairs of tickets to the following events:
> Super Bowl (February 2022)
> Miami Open Tennis (March 2022)
> NBA Finals (June 2022)
> President’s Cup (September 2022)
> FIFA World Cup (December 2022)
The mechanic is simple: fans who purchase the ‘Team ULTRA Limited Edition Pack’ (which come in 24-packs of 12-oz bottles wherever Michelob ULTRA is sold and which randomly include packs signed by the six Team ULTRA athlete partners) and with each player’s signed bottle, or free labels posted at www.michelobultra.com/contest-rules, fans can upload a photo to the MyCooler app for one entry and the opportunity to win a variety of prizes throughout the summer.
To learn more fans can follow @MichelobULTRA on Facebook, Twitter, Instagram and YouTube or visit www.ULTRAComeback.com. Michelob ULTRA reminds you to please drink responsibly and remember to socialize safely by following COVID-19 guidelines.
To promote the contest, Michelob ULTRA released an emotional 45-second hero film debuting on television during the NBA Playoffs backed by 30- and 15-second ads on YouTube, social media, connected TV, streaming services and programmatic linked by the campaign’s #TeamULTRA hashtag.
“We have all been eagerly awaiting the reopening of live attendance at sporting events; grabbing a beer from your fridge and watching the game alone does not have the same joyful feeling as being in the arena with friends and ordering a beer from the stadium vendor,” said Michelob ULTRA Vice President of Marketing Ricardo Marques. “That’s why, this summer we will celebrate the greatest comeback in the history of sports in epic fashion by giving fans a chance for a once in a lifetime experience.”
Comment:
From marathons and golf, to the NBA, Michelob Ultra is heavily involved in sports marketing and this sweepstakes campaign celebrates the strategy.
As live sports events return and spectators are slowly able to get back in to stadiums after lockdowns around the world (particularly in the USA and Europe), this campaign is one of an avalanche of sports ads and sponsor activations celebrating social and sporting moments.
Considering that a 2019 Bizzabo report found that more than 40% of US marketers said that live events are their most important marketing channel, the marketing excitement around the return of live sports events doesn’t come as much of a surprise.
But it is a very welcome trend nevertheless.
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