Michelob ULTRA
Movement Live
A first-ever global, hybrid workout event series with live music by GRAMMY-winning artist, Zedd.
The Ultimate Ride
Michelob ULTRA brought together fitness tribes from across the world to participate in an epic, first-of-its-kind hybrid cycling class and live concert at Petco Park in San Diego, CA – with all proceeds benefitting The Adaptive Training Foundation.
Fitness instructor Demar Jackson, international superstar Becky G and multi-platinum, GRAMMY Award-winning artist, Zedd led a spin class of 500 in-person riders (plus thousands more reached via global simulcast) in a high-energy 60-minute cycling experience like no other.
RESULTS
Adweek Experiential Award Winner:
Best Experiential Activation by a Beverage Brand
Digiday Content Marketing Award Winner:
Best Use of Real-Time Streaming Video
194MM Total Impressions
2.1MM Total Views (Live + VOD)
654K Minutes Watched (Livestream + VOD)
18,575 Social Mentions
100% Positive + Neutral Sentiment
6:49 Average View Time
CREATIVE TEAM
Agency: Mosaic North America
Group Creative Director: Tom Slater
Creative Director/On-Site Creative Lead: Robert Navarro
Design: Karl Chen, Daniel Halyburton