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...