Michelob ULTRA wins The Drum Awards in the Experience category in the Live category. This is an award-winning case study.
In the ever-evolving world of sports, Michelob ULTRA stands tall as a brand championing inclusivity. Gone are the days of exclusive, stuffy country clubs with elitist attitudes. Michelob ULTRA seeks to redefine golf culture, making it more accessible and diverse than ever before. During one of the biggest cultural weekends of the year, the Super Bowl, Michelob ULTRA takes a bold step in Scottsdale, Arizona, the largest golf market in the United States, with a unique mission to deliver unforgettable Experience, introduce and celebrate a new era of golf. It’s a moment that perfectly embodies the ethos of our brand – “It’s only worth it if you love it”. The event celebrates a new era in golf and targets young and multicultural drinkers interested in sport and entertainment.
strategy:
We partnered with Netflix to launch our national Super Bowl campaign across channels. But before it airs on TV during the big tournament, we’re bringing New Member Day live in Scottsdale as well as serving as the exclusive premiere of Netflix’s latest golf documentary, Full Swing. The event itself is a two-story extravaganza reminiscent of the legendary golf movie Caddyshack. We transformed Topgolf into a modern Bushwood Country Club, moving consumers from the screen to the green. The lobby has been completely remodeled to incorporate the ideal country club aesthetic. The exciting event kicks off with an exclusive green carpet premiere featuring notable figures from the world of sports and entertainment, including Serena Williams, Brian Cox, Matt Fitzpatrick, Lori ·Harvey, Deandre Ayton, Billie Eilish, Alessandra Ambrosio, etc. The Full Swing screening and Q&A panel featured professional golfers and executives from Michelob ULTRA and Netflix. As doors open to thousands of ULTRA fans, we provide stylish options for the next generation of golfers. In partnership with Devereux Golf, we launch our first women’s collection, ‘The ULTRA Club Collection’. At “The 19th Hole” bar, guests enjoyed Michelob ULTRA’s product portfolio, including new golf sets.
The golf-inspired jar offers an interactive experience that unlocks exclusive Netflix content and offers the chance to win prizes such as PGA Tour event tickets, golf pro lessons and ULTRA golf merchandise. More than 100 open golf courses await guests, encouraging them to take a swing and play the game. The highlight was the “Full Swing Challenge,” which added to the excitement by featuring guests such as Shaq, Nneka Ogwumike, Canelo Álvarez, Offset and Tiffany Haddish competing for the longest distance. As night falls, the green space turns into a vibrant stage with wonderful performances. Anderson Paak (DJ Pee Wee) took center stage and captivated the crowd by playing an exciting all-vinyl set from his truck. DJ Khaled headlined the event, setting the stage on fire with his chart-topping hits, accompanied by a spectacular fireworks display that lit up the night sky.
result:
The event achieved outstanding results that exceeded all brand expectations and left an indelible mark on golf and beyond:
904M+ PR impressions
648 Public Relations Placement
88 million+ social impressions
Super Bowl weekend merchandise sales exceed $12,000
3800+ guests (more than 4 times the expected attendance)
The #1 most used brand hashtag among all advertisers on Super Bowl Sunday (#ULTRAClub)
56% of digital impressions in ULTRA Super Bowl campaign came from XM