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.
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.
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