Michelob ULTRA has a partnership with the NBA, and for the 2022-2023 season, the brand worked with six artists to create a new roster of 25 NBA team cans, featuring unique designs.

Michelob ULTRA's objectives were to create an engaging, one-of-a-kind experience during Art Basel week in Miami to launch the new team can art in a big way, generate PR and social media buzz before the upcoming holiday NBA games, and ultimately attract younger, more diverse drinkers. They also wanted to associate their beverage with enjoyment by collaborating with cool partners such as artists, athletes and entertainers at Art Basel—an ultra hip, world-class art show.

Their key objective was to make their NBA team cans the most-talked-about package launch around Christmas Day NBA Games.

We created an interactive, technology-driven experience at Art Basel that celebrated Michelob ULTRA’s partnership with the NBA, revealed their new can art and reached their target demographic.

The experience centered around a custom-built interactive basketball court with a floor and back wall created entirely from reactive LED tiles. The court was programmed for a head-to-head basketball shootout game. Each shot made from a designated zone on the court resulted in a part of the brand’s NBA team can art being revealed in real time in that section of the court.

When a team won, the LED tiles visually exploded with celebratory graphics and a live camera crew took a video of the champions on the court. Graphics and music were added to the video, which was shared with the winners within a minute. That evening, the court was transformed into a stage for a headline musical performance by 21 Savage.

One of the objectives of this event was to recruit a pipeline of future drinkers who are younger (aged 25-34) and more diverse, particularly Hispanic. Michelob ULTRA wanted to prove that they’re a fun, enjoyable brand, combating the stereotype that they’re dull with a sense of overt maturity.

Our strategy was to create a fun experience that revealed the new can art and created a buzz that attracted their target demographic. In addition to launching their new can art in a creative way, the LED basketball court that we built associated the brand with enjoyment. Artists, basketball celebrities, popular DJs and the talented rapper 21 Savage infused the experience with an unmistakable sense of cool.

We created a pre-event hype video that was used to generate buzz and promote the event. We also handled concept development, creative design (2D and 3D), technical production, logistics, programming, talent coordination, and more!

Michelob ULTRA’s branding was front and center throughout the entire experience. As guests entered the outdoor venue, they were met by a Michelob ULTRA brand welcome moment and photo wall. Guests then moved into a programmed space where they could grab a Michelob ULTRA while also interacting with brand touchpoints.

Larger-than-life graphics of the can art showed the artwork in detail, and display cases showcased all of the cans that would be launching in markets across the country. Guests also had the opportunity to meet the artists who created the can art and take home a signed aluminum print of their art.

The dynamic graphics from the LED basketball court drew attendees into the next space, which was the focal point of the event. Animated graphics for the LED tiles on the basketball court were custom designed and included attract, warm-up, play and reveal modes.

This event was one of the most sought-after parties during Art Basel week, with record- breaking results. It garnered over one billion impressions in one day, surpassing Super Bowl results for the brand. Specific results include:

1,177 Attendees

Approx. 4,000 Samples

3,782 Lead Gen (RSVPs Via Website)

57.31 Average Dwell Time

1.12 Billion PR Impressions

862k Paid Impressions

40 Million Earned Impressions

2k Social Mentions

96% NPS Score

69 Influencers