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Special Project

Special Project
From the 13th Annual Shorty Awards

Chief Exploration Officer

Gold Honor in Contest or Promotion

Entered in Online Community, User-Generated Content


Michelob ULTRA Pure Gold is passionate about celebrating the joy of the outdoors. The objective was to use our social media channels to build a community of people who shared this passion. 

Strategy and Execution

2020 changed the way we travel. Searches for #VanLife saw a massive spike as travel shifted away from crowded hotels and resorts and toward outdoor activities and destinations, like National Parks. 

Since Michelob ULTRA Pure Gold is all about celebrating the joy of the great outdoors, we launched a campaign seeking a CEO, Chief Exploration Officer, who felt the same way. Our CEO will now spend 6 months traveling across the country, pursuing a nomadic lifestyle where they spend their days connecting with nature and snapping content for us to live vicariously through along the way.

Since we were looking for a content creator, we brought our job search to social media, along with strategic ad placements, like WeTransfer. Upon applying, we asked applicants to share photos from their most epic outdoor adventures using #PureGoldCEO. 


This inventive social approach put the brand's content in the hands of our community, generating powerful UGC while also collecting data.

152K applicants

100K+ UGC posts that would rival your favorite travel magazine

17K new Instagram followers in less than two weeks

548 PR Impressions

Covered by many of the top lifestyle publisherd and major news networks

350k Data points collected 

1500% Increase in web traffic



Video for Chief Exploration Officer

Entrant Company / Organization Name

draftLine, Michelob ULTRA


Entry Credits