THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

NBA x Art Basel

Entered in Brand Partnership, Event & Experiential, Live Events

Objective

In year one, fans went wild for Michelob ULTRA’s NBA team cans. For the 2022-2023 season, the brand went even bigger, partnering with 6 artists to create a new roster of 25 NBA team cans, featuring more unique designs and a custom QR code for surprise drops. For the launch, and to celebrate the partnership with the NBA, Michelob ULTRA created a one-of-a kind experience to recruit younger, more diverse drinkers at the #1 art event in the world: Art Basel in Miami.

Strategy

We developed an ULTRA experience that was the party not-to-be-missed. We created an interactive LED court that revealed the can art in a custom Courtside Challenge head-to-head game with dynamic screen content. The event was one of the most sought-after parties during Art Basel week, with record breaking results. It garnered over 1 billion impressions in 1 day, surpassing Super Bowl results for the brand.

Results

- 1,200 total attendees

- 4k total RSVPs

- 4k Total Samples

- 3,115 Total Opt-Ins

- 57 min average Dwell Time

- +1 Billion total impressions

- 776 M PR Impressions

- 24 Million Earned Impressions

- 246 PR Placements

- 96% NPS Score

Media

Video for NBA x Art Basel

Entrant Company / Organization Name

Sparks, Michelob ULTRA

Links

Entry Credits