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Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 13th Annual Shorty Awards

The Match

Finalist in Integration with Live Television, Integrated Campaign

About this entry

As the official sponsors of The Match - the first live sporting event after COVID-19 began - we wanted to bring fans together with a unique, interactive experience to celebrate the return to sports.

 

Why does this entry deserve to win?

By May of 2020, the U.S. had gone nearly two months without live sports. People were desperately looking for a source of entertainment, and sports fans were longing for the normalcy that came along with watching and debating their favorite topic. And we gave it to them with an interactive, integrated campaign.

 

As the official beer of golf, it made perfect sense for Michelob ULTRA to be there for the return of golf in a big way. We launched a TV spot showcasing our ULTRA Drink Cart – a jazzed up golf cart, which you would be seeing driving around the players in The Match. The TV spot had a strong CTA to join us on Twitter using #ULTRAPrizeScramble to win the cart and other amazing prizes. Each hole, we had something special happening to keep fans on the edge of their seats.

 

The live TV announcers hyped up the live promotion as well, the players loved it and we kept the momentum with our gamified Twitter thread that created new questions and challenges at every hole. We even sprinkled in many prop bets to keep things interesting such as promising a round of Michelob ULTRA if any player sank a hole-in-one in a par 3. 

Results

This integrated campaign drove massive reach. and kept us consistently trending.

TRENDING TOPIC: Consitently #2 for the entire day of the match

FOLLOWER GROWTH:  15k+ followers on Twitter in 1 day

VIDEO VIEWS: 7,000,000

EARNED IMPRESSIONS: 55,000,000 

TOTAL IMPRESSIONS: 102,000,000

 

Media

Video for The Match

Entrant Company / Organization Name

draftLine, Wieden+Kennedy, Michelob ULTRA

Links

Entry Credits