THE SITUATION: Michelob ULTRA Pure Gold needed people to experience the importance of reconnecting back to themselves, one another and nature. THE BRIEF: Transform a moment of stress into a moment of calm at the SXSW festival using music. THE OBJECTIVE: Be the beer that delivers a deeper connection to ourselves, one another and nature.

From streaming, to videos, to online radio – Americans are taking in music from every direction, every day. With so much mindless listening and choice thrown our way daily, Michelob ULTRA Pure Gold saw a need for a space to experience music from a state of calm and presence. Pure Gold hit the road to SXSW, to provide attendees an alternative to the tangle of music showcases that dominate the festival’s landscape. Collaborating with The Big Quiet, leaders in modern meditation for the masses, Pure Gold cut through SXSW first with silence, and then with music. When the 2,000-person crowd awakened from the meditation, they were surprised by a string orchestra playing with Miguel, Bishop Briggs and Cautious Clay, composed solely for this event. Attendees heard their favorite songs like never before – now coming from a place of presence and connection.

Target: Primary: Multicultural M/F 21-35 Secondary: M/F 21-35 + Attendees of SXSW. Festival Experience Approach: To hack and disrupt a highly chaotic festival by creating an experience that was the exact opposite of a typical SXSW event. Pure Gold tapped into of the highest trending wellness activities: meditation and made it approachable through the use of music.

Talent Approach: In order to hone in on the Pure Gold target, we approached talent with a tiered approach: A) talent with like-minded philosophies based in mediation B) talent engrained in our target demo’s culture C) talent that would align, rather than overpower, the core experience.

Overall Approach: Bring a moment of calm and organic connection to a cultural moment of stress.

The event's RSVP site launched 1 month before SXSW and accumulated over 21,000 RSVPs prior to the event. On March 10, 8,000 lined up outside with a space capacity of 2,000. On the Long Center’s outdoor terrace overlooking the Austin skyline, The Big Quiet led a mass mediation, uniting the attendees with breath. The space was designed so the attendees relaxed into meditation in front of the skyline’s sunset and awoke to Miguel, Bishop Briggs and Cautious Clay performing at the pinnacle of the sunset. When the sun fully set, DJ Captain Planet spun global music while attendees danced the night away under the stars and with Pure Gold in hand.

The response from guests and social was overwhelming and instant. The social listening sentiment garnered a 99% positive sentiment with messages like “I’ll never forget those vibes I felt that night,” and “the most peaceful and calm show I have ever been to!” Michelob Ultra Pure Gold drove 4.9M total impressions, 18M social impressions 711,298 views captured. Miguel posted an in-feed Instagram about the event, despite any promotional pay which is very rare in this day of talent contracts. The media praised Michelob ULTRA Pure Gold for an experience that brought connection back to its organic form with 87M PR impression and 45 media placements including: Adweek: “Michelob ULTRA and The Big Quiet want to soothe your SXSW with a sunset meditation.” DigiDay: "Sleep patches, meditation and Goop: Wellness has arrived at SXSW." Page Six: "Miguel headlines mass meditation at SXSW." + Complex, Business Insider, Thrillist, Glossy, The Austin Chronicle.