Campaign details
Brand: Michelob UltraBrand owner: ABInBevEntrant company: FCB New YorkIdea creation: FCB New York, Anheuser-Busch InBev, Michelob UltraMarket: USASector: Beer & ciderMedia channels: Packaging & design, Point-of-purchase, in-store, Public relations, Social media, Sponsorship - sports, Virtual & augmented reality, Websites & microsites, Word of mouth, InfluencersBudget: Over 20 million
Executive summary
“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...