On 6 May, Michelob Ultra leveraged this week’s US PGA Championship’s return to New York through a new campaign fronted by athlete ambassador Brooks Koepka called #UltraShot.
The initiative revolved around offering the golfer a single shot to win beer for New York City by taking the #Ultrashot from Governors Island onto a floating barge in the middle of the Hudson River.
The brand’s challenge was that if he made the shot, the beer is on the company in New York City.
And he nailed the target.
Local consumers will be able to redeem their beer on 16 May: the first day of the PGA Championship which is being held between 16 and 19 May at the Black Course in Bethpage State Park, Farmingdale, New York.
Redemption details are available at michelobultra.com/theultrashot.
The initiative was created by agencies VMLY&R Miami and FCB Chicago rolled out as one strand of a pair of new Michelob Ultra campaigns – the other featuring Latin music star Maluma.
The Maluma led ‘Nuestro Ritmo/Our Rhythm’ commercial, which came in both English and Spanish language versions, debuted on 14 May during The Tonight Show Starring Jimmy Fallon.
Maluma featured on Fallon’s show to promote the launch of his new album.
The spot, which is set to a track from the musician’s new album and was shot in his hometown of Medellin (Colombia), follows Maluma as he juggles his busy career, stays active through dance and enjoys a light beer with friends.
Comment:
These twin campaigns show how sport and music are increasingly seen by brands are different aspects of the same wider entertainment space.
While both spots celebrate active, balanced lifestyles and connected people from different backgrounds: a core product benefit, mission and message for the 95-calorie beer brand.
This work continues the beer brand’s focus on sport (and entertainment) within its marketing mix: other recent campaigns from this strategic strand include its beer-loving runner led activation of the New York Marathon (see case study).
While this activation stunt saw Michelob Ultra buy a round of beer for a city, we remember when Australian Cricket Team sponsor Victoria Bitter bought a round for the entire country through its ‘Shout The Nation’ campaign after Australia lost The Ashes to England way back in 2011 (see case study).
Links:
Michelob Ultra
https://www.youtube.com/user/ABMichelobULTRA
https://www.instagram.com/michelobultra/
https://twitter.com/MichelobULTRA
https://www.facebook.com/MichelobULTRA
VMLY&R Miami
https://www.vmlyr.com/locations/miami
FCB Chicago
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