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Michelob ULTRA
Michelob ULTRA Courtside: Game-Changing Innovation Changes the Game

RAN IN: United States

CLIENT
Anheuser-Busch InBev

Marcel Marcondes, Chief Marketing Officer
Ricardo Marques, Vice President, Marketing
Marcela Garcia, Senior Marketing Director
Talita Andrade, Senior Marketing Director
Joe Geoghegan, Brand Director
Azania Andrews, Vice President, Connections
Miles Ritenour, Digital Marketing Director
Kerry Scalora, Director, Sports Marketing
Jessica Thorpe, Director, Marketing Communications
Andrew Gelbard, Senior Media Manager
Aamir Raj, Brand Manager

AGENCY
FCB New York *Lead Agency

Gabriel Schmitt, Co-Chief Creative Officer
Fred Levron, Worldwide Creative Partner
Samira Ansari, Executive Creative Director
Ben Grossman, SVP, Group Strategy Director
Megan Bundy, SVP, Group Account Director
Jay Marsen, Creative Director
Lex Beltrone, Creative Director
Adam Isidore, Director of Integrated Production
Sy-Jenq Cheng, Executive Creative Director, Art & Design
Ashley Read, Account Director
Michael Aimette, Co-Chief Creative Officer
Joanna Groom, Project Manager
Matt Davis, Head of U.S. Sports Marketing
Matt Everts, Associate Creative Director
MyTran Dang, Associate Creative Director
Thomas Mori, Associate Creative Director
Adam Nelson, Sr. Content Creator
Pim Leeuwenkamp, Integrated Producer
Christopher Lenz, Executive Integrated Producer
Simon Dolsten, Senior Creative
Ellen Kuratnik, Sr. Broadcast Business Manager
Kendra Plantt, Senior Integrated Producer
Hernan Ibanez, Associate Creative Director
Rachel Power, Production Artist
Sam Joseph, Strategy Director
Trish Gregor, Talent Manager
Mary Beth Parton, Traffic Manager
Stu Mair, Creative
Joe Labuz, Account Executive


Microsoft


NBA


160over90


Dentsu


SUMMARY

When COVID-19 sent the 2020 season into a tailspin, Michelob ULTRA partnered with Microsoft and the NBA to reinvent live sports forever. While other leagues scrambled to install cardboard fan cutouts, Michelob ULTRA Courtside, powered by Microsoft’s AI-driven Together Mode, digitally immersed fans in the NBA Bubble… from home. Michelob ULTRA’s sales grew 32%, due to on-bottle, scan-to-win ticket promotions and soaring cultural relevance. 81.5 million hours of NBA coverage across 124 games and 13 billion impressions expanded brand reach 31% and made Courtside the #1 sports industry topic.

CASE VIDEO


Language: English