Michelob Ultra: Movement Live
DIGITAL | LIVESTREAM | SOCIAL IMPACT
ROLE: CREATIVE DIRECTION, COPYWRITING
AGENCY: MOSAIC
THE CHALLENGE:
Michelob ULTRA was slated to begin its second year of the platform Movement with 50+ events across the country to continue making wellness fun - and then COVID hit.
THE SOLUTION:
Local gyms showed up for guests at the previous year’s Movement, but in 2020, it was now time for Michelob Ultra and its audience to show up for the gyms. The team created an 18-episode livestream workout and happy hour series, raising over $187,000 for local gyms and studios hit by the pandemic.
Michelob ULTRA was slated to begin its second year of the platform Movement with 50+ events across the country to continue making wellness fun - and then COVID hit.
THE SOLUTION:
Local gyms showed up for guests at the previous year’s Movement, but in 2020, it was now time for Michelob Ultra and its audience to show up for the gyms. The team created an 18-episode livestream workout and happy hour series, raising over $187,000 for local gyms and studios hit by the pandemic.
Results
$187,000
RAISED FOR LOCAL GYMS28.8M
VIEWS43M
PR IMPRESSIONS236M
DIGITAL IMPRESSIONS
AWARDS
SHORTY AWARDS:
Finalist in Wine, Beer & Spirits
Gold Distinction in Branded Series
Audience Honor in Wine, Beer & Spirits, Branded Series
EX AWARDS:Silver – Best Post-Pandemic Pivot