Michelob's Ultra Marathon

To promote the relaunch of low-calorie lager brand Michelob Ultra, we were tasked with connecting the brand with the UK running community.

So, as stay-at-home restrictions started to ease in April 2021, we toasted the country's top 'long-distance' lockdown runners by swapping their 'running miles' for 'air miles’.

We asked people to send us their pandemic running efforts, and rewarded the greatest with flights to a destination that matched the distance they'd covered during lockdown. We also randomly selected a handful of Michelob Ultra Lockdown Runners - regardless of how far they'd ran - and rewarded them with a year's supply of our beer.

The Results:

• 23 pieces of national and regional coverage
• Nearly a 1/4 Million miles shared by runners (enough to run around the world more than six times)
• 2000% increase in social impressions