The Drum Awards for Marketing - Entry Deadline

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By The Drum | Editorial

November 27, 2023 | 3 min read

Michelob ULTRA won the In-Person category at The Drum Awards for Experience. Here's the award-winning case study.

OBJECTIVES:

In the ever-evolving landscape of sports, Michelob ULTRA stands tall as a brand that champions inclusivity. Gone are the days of exclusive, stuffy country clubs with elitist attitudes. Michelob ULTRA sought 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 took a bold step in Scottsdale, Arizona (the nation's largest golf market) with a singular mission to deliver an unforgettable experience that introduced and celebrated the new era of golf. It was a moment that perfectly embodied our brand ethos—"It's Only Worth It If You Enjoy It." The campaign aimed to celebrate a new era of golf, targeting young & multicultural drinkers with an interest in both sports and entertainment.

STRATEGY:

Partnering with Netflix, we unveiled our national Super Bowl campaign through a cross-channel rollout. But before it hit the TV during the big game, we brought "New Members Day" to life on the ground in Scottsdale, doubling as the exclusive premiere of Netflix's latest golf docuseries, Full Swing. The event itself was a two-story extravaganza, reminiscent of the legendary golf movie, Caddyshack. We transformed Topgolf into a modernized Bushwood Country Club, transporting consumers from the screen to the green. The lobby underwent a complete makeover, embracing the desired country club aesthetic. The excitement began with an exclusive green carpet premiere, uniting celebrated figures from the worlds of sports and entertainment, including Serena Williams, Brian Cox, Matt Fitzpatrick, Lori Harvey, DeAndre Ayton, Billie Eilish, Alessandra Ambrosio, and more. The Full Swing screening and Q&A panel featured pro golfers and executives from both Michelob ULTRA and Netflix. As doors opened to thousands of ULTRA fans, we fitted the next generation of golfers with style. Partnering with Devereux Golf, we unveiled "The ULTRA Club Collection," our inaugural women's line. At "The 19th Hole" bar, guests enjoyed Michelob ULTRA's portfolio, including the new Golf Pack.

A golf-inspired can that provided an interactive experience, unlocking exclusive Netflix content and offering opportunities to win prizes like PGA Tour event tickets, lessons from golf pros, and ULTRA golf merchandise. Over 100 open golf bays awaited guests, encouraging them to take their swing and participate in the sport. The highlight was the "Full Swing Challenge," where VIP appearances by Shaq, Nneka Ogwumike, Canelo Álvarez, Offset, and Tiffany Haddish heightened the excitement as they competed for the longest drive. As the night unfolded, the green transformed into a vibrant stage for exhilarating performances. Anderson Paak (DJ Pee Wee) took center stage, delivering an electrifying all-vinyl set from the bed of a truck, captivating the crowd. DJ Khaled headlined the event, igniting the stage with his chart-topping hits, accompanied by spectacular fireworks displays that illuminated the night sky.

RESULTS:

The event yielded exceptional results that surpassed all brand expectations, leaving an indelible mark on the world of golf and beyond with:

904M+ PR Impressions

648 PR Placements

88M+ Social Impressions

$12K+ Super Bowl Weekend Merch Sales

3.8K+ Guests (exceeding 4X the expected attendance)

#1 Most Used Brand Hashtag across all advertisers on Super Bowl Sunday (#ULTRAClub)

56% of all Earned Digital Impressions across ULTRA’s Super Bowl campaign came from XM

Marketing Awards Case Studies Experience Case Studies

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