Objectives

As the beer that stands for enjoyment, we chose the ultimate moment of enjoyment in sports – the NBA All-Star Game. With the NBA also celebrating its 75th anniversary in 2022, it was the perfect chance for ULTRA to tap into NBA nostalgia to get people talking about the brand and enjoying a beer.

By All-Star Weekend, Boom Shaka Laka’s had reached over 450 million fans in and outside the city, igniting the internet on fire and cementing Michelob ULTRA as an NBA sponsor that didn’t just resonate with fans, but empowered them to relive one of basketball’s greatest eras

Our objectives were two-fold: 

1. Build brand love through social conversation and PR coverage.

2. Drive sales on the ground in Cleveland during NBA All-Star Weekend.

Strategy and Execution

Of all sports, the NBA is the most associated with joy – from the style of play, to the culture around the sport, enjoyment shines through. And no moment encapsulates that joy into one weekend like NBA All-Star Weekend. So, as the beer champion of joy, Michelob ULTRA partnered with NBA Jam to bring enjoyment  to All-Star Weekend.

Results

By All-Star Weekend, Boom Shaka Laka’s had reached over 450 million fans in and outside the city, igniting the internet on fire and cementing Michelob ULTRA as an NBA sponsor that didn’t just resonate with fans, but empowered them to relive one of basketball’s greatest eras.

Media