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. Going into its 5th year, MOVEMENT LIVE brings fun, scalable fitness experiences to communities across the country and world to act as a reminder that it’s only worth it if you enjoy it.
Michelob ULTRA partnered with Rumble Boxing to bring not one, but two 18-round weighted shadow boxing workouts to ticketed guests with live musical sets by DJ Ruckus and was followed by a post-workout after party and headline performance by dance duo, Loud Luxury.
ULTRA offered consumers their choice of three different ticketing types and brought in 8 new sponsors that brought in both cash & in-kind value, adding an additional revenue stream to ticket and food and beverage sales.
Through this new pilot, Michelob ULTRA was able to engage with with net new consumers interested in both working out and going out and creating the first MOVEMENT LIVE where experience, food, beverage and sponsorship were all generating revenue.
For the first time, Michelob ULTRA was able to generate profit on both workout and after party experiences to max out venue capacities, expand attendance type and segment data collection for future communications.
With this new approach, Michelob ULTRA can continue acting as a reminder to fitness communities that it’s only worth it if you enjoy it and tackle a key job to be won for the brand through a longstanding and proven platform, MOVEMENT LIVE.
$600K in sponsorship value ($100K cash & $500K in-kind)
$100K in ticket/F&B revenue
26,400 gold data records collected
2 HR average dwell time