Michelob ULTRA quickly jumped into a trending PGA golf feud between ULTRA ambassador Brooks Koepka and Bryson DeChambeau. Using Brooks as our spokesman, ULTRA offered free beer to spectators ejected from the 2021 Memorial Tournament for taunting Bryson during the match – allowing ULTRA to authentically capture the love + attention of fans nationwide.
Brooks Koepka and Bryson DeChambeau have been rivals for years. Put simply, they don’t like each other – and they don’t hide it. Like any great sports feud, fans chose sides. Our choice was easy – Brooks Koepka, four-time Major Champion, one of the most popular golfers in the world, and proud partner of Michelob ULTRA. When news broke that fans were being ejected from the 2021 Memorial tournament for taunting Bryson with chants of “Brooksy,” it took social media by storm. We knew this was ULTRA’s moment to jump into the conversation in support of our boy Brooks.
Fans of ULTRA Ambassador, Brooks Koepka, were being ejected from a PGA tournament because they were cheering for Brooks in front of his rival, Bryson DeChambeau. As a brand that lives by the phrase, It’s Only Worth It If You Enjoy It – ULTRA couldn’t sit by and watch fans get punished for the sole reason of enjoying themselves.
Spectators are always captivated by athletes ruffling feathers and breaking sport norms. So when golf - a traditionally stuffy, sophisticated sport, saw a heated rivalry emerge after decades of polite sportsmanship, the world took notice. fast.
Once news of the ejections began spreading on social, we knew we had to act fast. After a quick brainstorm, ULTRA contacted Brook’s agent – stressing the urgency of acting on such a captivating trend. Just two short hours after the news broke, Brooks had an ULTRA in hand and a video posted for his fans. In a hilarious, tongue-in-cheek fashion, Brooks mentioned that he heard several of his supporters had their time ‘cut short’ at the tournament. To make up for that, Brooks put out a call to action – DM Michelob ULTRA if you were kicked out for free beer on us. The organic video spread like wildfire – generating over 5x more conversation than our 2021 Super Bowl campaign in a matter of hours. The best part? The well-thought-out stunt cost $0 on production or media support. Our only expense turned out to be the $150 spent on beer supplied to a few ecstatic fans.
Earned Media – 7.7M Earned Impressions, 3.2M Video Views
Engagement – 99.3K Organic Social Mentions
All-In Budget - $150 for beer fulfillment ($0 spent on production or media amplification)
100% Positive/Neutral Sentiment, 33.6M PR Impressions
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