THE 14TH ANNUAL SHORTY AWARDS

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

Special Project

Special Project
From the 15th Annual Shorty Awards

NBA x Art Basel

Bronze Honor in Live Events

Entered in Brand Partnership, Event & Experiential

Objectives

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 and Execution

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