Michelob ULTRA, as a brand, champions an active lifestyle for those who work out and go out. And our wellness platform, MOVEMENT Live by Michelob ULTRA, was built with those people in mind. The platform contains in-person and virtual events including workouts, happy hours, giveaways, and more featuring A-list trainers, pro athletes, celebrities, and top wellness brands.
When the pandemic hit hard during 2020, our consumer’s behavior changed with people demanding the ability to choose between virtual and live experiences to fit their new normal when it came to working out.
As people all over the world began to invest more time into getting active, Michelob ULTRA aimed to merge the best of in-person experience with the most entertaining streaming content on one hub to give consumers unique and exciting options in how they could break a sweat while engaging with our brand.
Create an always-on content hub, unexpectedly produced by a beer brand, offering innovative programming to deliver consumers exhilaration and joy alongside celebrity partners, wellness influencers, and stand-out fitness brands while challenging the monotony of traditional fitness content.
At the heart of our evolved program, the always-on hub features epic content, alluring incentives, and post-workout beer specials for wellness lovers in search of a quality workout and exceptional fun.
Experiential in nature, our original content was rolled out via branded episodes featuring multiple cutdowns and on-demand options, enabling our audience to engage and enjoy content in a more personalized way.
From high intensity sweat sessions, to fresh twists on traditional fitness routines, to one-of-a-kind workouts, the hub offered something for everyone, no matter their level or ability. The only thing we made sure everyone did the same, was to end each workout with a cheers.
When large-scale gatherings returned, Michelob ULTRA was ready with a new content experience that combined the energy of a live concert with the adrenaline of a group workout. In an epic first-of-its-kind hybrid cycling concert experience, MOVEMENT Live by Michelob ULTRA welcomed fitness enthusiasts from across Southern California and connected them to communities across the globe. Using the MOVEMENT Live hub, viewers and participants were able to harness the unmistakable energy of a sold-out stadium show and the endorphin rush of an epic in-person workout session.
But it didn’t stop there. One thing the pandemic taught us was that a wider audience is just a click away. We extended this epic event to millions virtually, with participating markets, studios, and talent invited to stream the workout and concert on their own channels – bringing even more virtual communities together to enjoy and amplify the experience. With appearances and performances from star-talent including Grammy-award-winning producer – Zedd, global superstar, Becky G and Fitness instructor Demar Jackson, participants were led on a heart-pumping 60-minute ride.
Michelob ULTRA’s dedication to bringing premium and fun content also attracted new brand sponsorship opportunities within the fitness community, helping to grow MOVEMENT Live into a multi-faceted and monetized content platform.
Across the world, fans were able to enjoy what they had been missing most with a better-connected fitness & entertainment experience both in-person and at home reminding consumers that it’s only worth it if you enjoy it.
6:49 Avg. View Time; #1 platform within the portfolio
96K Organic Live Views; The equivalent of 2X fully sold-out stadium shows
1.6M Total Views; and counting
6M Total Views for all MOVEMENT Live hub content in 2021
93M total impressions; 65% above YTD portfolio benchmark
118M total impressions for all MOVEMENT LIVE hub content in 2021
44,000 gold records collected via our hub; Reaching 104% of ULTRA’s monthly data record KPI for 2021
National CPM - $3.61 CPM vs $4.16 BM; CPM 13% more efficient than benchmark.
San Diego - $4.19 CPM vs $7.00 BM; CPM 40% more efficient than benchmark.
99% NPS
99% Consumer Sentiment
CTR of 3.26% vs .73% BM; 4.5X benchmark
