Michelob ULTRA: Courtside

Michelob ULTRA, a beer brand, launched a campaign in the US to grow its cultural relevance with younger, urban drinkers.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Play games without the fans? Nah, it's impossible. I ain't playing." –LeBron James | March 6, 2020

When COVID-19 sent the 2020 season — and beer sales — into a tailspin, Michelob ULTRA knew that, without fans, the games would feel as empty as the stands themselves.

While other leagues scrambled to install cardboard fan cut-outs, Michelob ULTRA set out to grow its cultural relevance with a younger, more urban drinker. The brand partnered with Microsoft and the NBA, and Michelob ULTRA Courtside was born. Powered by...

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