Michelob Ultra Courtside
Yellow Pencil / Media / Entertainment / 2021
Graphite Pencil / Direct / Events
Graphite Pencil / Media / Collaboration
Graphite Pencil / Entertainment / User Participation
Graphite Pencil / Digital / Physical & Digital
Wood Pencil / PR / Events & Stunts
Wood Pencil / PR / Entertainment
Shortlist / Integrated / Collaborative Campaigns
Shortlist / Digital Design / Immersive Experiences
Shortlist / Spatial Design / Installations
When COVID-19 shut down the 2020 season, Michelob ULTRA partnered with Microsoft and the NBA to reinvent the live viewing experience. Michelob ULTRA Courtside, powered by Microsoft’s new AI-driven Together Mode, digitally immersed fans at home in the NBA Bubble. By scanning a Michelob ULTRA, fans could win Courtside tickets and find themselves ‘sitting’ next to the likes of Lil Wayne, Shaq and even President Obama. With 81.5 million hours of NBA coverage across 124 games, Michelob ULTRA’s sales grew 32%.
What did the judges have to say?
"The problem was unique, relatable, real. And a solution that had to be timely, showcasing the collaboration and precision in technology for something that changes experiencing sports forever. To keep the essence from the real world as we remembered it, and evolve it for the time we were hit with, makes the work stand out for me."
Garima Khandelwal, Chief Creative Officer, Mullen Lowe Lintas
"Simplicity on the audience's involvement. It simply works, great and superb collaboration."
YouLi Hooi, Agency Head, Spark Foundry
Are you credited on this winning entry?
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