The Michelob ULTRA Summer Series went the #ExtraMile with a three-city tour that immersed consumers into the active-lifestyle of the brand. Each event kicked off with a physical activity, which was rewarded with an unforgettable celebration during a perfect Instagram summer sunset.
Guests in New York, California and Miami had the opportunity to register for city-specific activities, ranging from Paddle Boarding down the Miami river which led to an after-party aboard a cruise ship, to running down New York’s 14th Ave. during Manhattanhenge, to climbing Point Dume in Malibu to reach a cliff-side beach house celebration.
Each event was executed to create content that extended Michelob ULTRA’s brand message across owned and paid media channels. The experience immersed over 500 guests into the physical experiences and broadcasted content to a social audience of over 1.2 million.
Each event was also supported with Influencers, which drove an incremental +190K social engagements and generated year-round content that currently has over 2 million views.