While Michelob ULTRA has built loyal fitness communities, strong sponsorship models and engaging workout experiences with its fitness platform, MOVEMENT LIVE, over the last 5 years, it has struggled to tie in an authentic beer drinking occasion and must help recruit a new, more diverse, pipeline of future drinkers. ULTRA wanted to reach younger, more diverse, consumers that want higher energy experiences and are not trading in those experiences in order to only work out. Our goal was to connect with fitness enthusiast, build communities, and grow sponsors.

Going into its 5th year, MOVEMENT LIVE brings fun, scalable fitness experiences to communities across the world to act as a reminder that it’s only worth it if you enjoy it. Built from the energy and excitement of last year’s MOVEMENT LIVE, ULTRA wanted to bring a fitness experience to where younger audiences go out, nightlife venues. MOVEMENT LIVE After Dark was piloted at New York’s iconic nightlife venue, The Brooklyn Mirage, an indoor/outdoor music venue, with state-of-the-art LED boards and built-in infrastructure for stage, sound, lighting and bar service. This new property type offered a more authentic beer drinking occasion and an opportunity to create a more robust ticketing model with stronger sponsorship opportunities. ULTRA teamed up with Rumble Boxing to create a heart pumping 18-round weighted shadow boxing workouts with live music from DJ Ruckus and followed by a post-workout after party and headline performance by Loud Luxury.

Michelob ULTRA, as a brand, champions an active lifestyle for those who work out and go out. And our wellness platform, MOVEMENT Live by Michelob ULTRA, was built with those people in mind. Michelob ULTRA targeted a younger, more diverse, consumers that want higher energy experiences and are not trading in those experiences in order to only work out. Specifically, 25-44 General Population & Hispanic - Active Lifestyle Consumer. Consumers had their choice of three different tickets which appeared to a wider audience than ever.

Our approach was to generate profit on both workout and after party experiences to max out venue capacities, expand attendance type and segment data collection for future communications.

Built from the energy and excitement of last year’s MOVEMENT LIVE, ULTRA set out to reach younger, more diverse, consumers that want higher energy experiences and are not trading in those experiences in order to only work out

MOVEMENT LIVE After Dark was piloted at New York’s iconic nightlife venue, The Brooklyn Mirage, an indoor/outdoor music venue, with state-of-the-art LED boards and built-in infrastructure for stage, sound, lighting and bar service.

Michelob ULTRA teamed up with Rumble Boxing to create a heart pumping 18-round weighted boxing workouts with live music from DJ Ruckus and was followed by a post-workout after party with headline performance by dance duo, Loud Luxury.

Consumers had their choice of three different tickets which appeared to a wider audience. Michelob ULTRA also brought in 8 new sponsors that brought in both cash & in-kind value, adding an additional revenue stream to ticket and F&B sales.

For the first time, Michelob ULTRA was able to generate profit on both workout and after party experiences to max out venue capacities, expand attendance type and segment data collection for future communications.

With this new approach, Michelob ULTRA can continue acting as a reminder to fitness communities that it’s only worth it if you enjoy it and tackle a key job to be won for the brand through a longstanding and proven platform, MOVEMENT LIVE.

Results included:

$600K in sponsorship value ($100K cash & $500K in-kind)

$100K in ticket/F&B revenue

26,400 gold data records collected

51.9M impressions

2 HR average dwell time