Michelob ULTRA

Instead of just sponsoring the 2018 New York City Marathon, we took it over with a 360 campaign.

 

CALLING ALL BEER RUNNERS

We put the call out to find 95 beer-loving runners to join Team ULTRA, led by NYC Marathon Champion, Shalane Flanagan. The team roster was announced on social with 94 beers on the wall tagging the lucky winners by name.

FINAL BIB GIVEAWAY

We partnered with Jimmy Kimmel to challenge Team Ultra hopefuls to race Guillermo for the last spot on the team during a live broadcast in Brooklyn.

WELCOME KITS

We sent welcome kits to our Team ULTRA runners that included training swag, custom shoes, and singlets that made sure our runners stood out on race day.

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TRAINING TIPS

Coach Shalane Flanagan took to social to give Team ULTRA runners training tips and encouragement to get ready for the big day.

RACE DAY MOTIVATION

We lined the race course for the TCS New York City Marathon with more than 100 billboards that left no doubt what was waiting at the finish line.

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BIG FINISH

The celebration began at the finish line where runners were greeted with medals, hugs, and some well-deserved Michelob ULTRA.

CREDITS
Brian Wood - VP, Creative Director
Andy Cohen - VP, Creative Director
Mike Beamer - Creative Director
Matt Turnier - ACD / Copywriter
Jason LaFlore - ACD / Art Director
Jason Getty - Senior Art Director