To attract the 21-35 premium co-ed / multicultural beer drinkers, Michelob ULTRA Pure Gold set out to enter the music space by launching a partnership with Latin musician & global powerhouse, Maluma.

Consumers missed the feeling of listening to music outside of their homes and were in desperate need of entertainment that wasn’t hosted on Zoom from a garage or living room, rather in a setting with the energy and elements of a sold out show.

When live musical performances were cancelled in 2020, tours, shows & festivals were forced to go virtual – but after 50,000 livestreams in the span of just 6 months, watching online stopped being fun and viewership dropped. Audience targeted 21-35 premium co-ed / multicultural beer drinkers who are frequent drinkers of easy drinking premium lagers like Corona and enjoy sociable activities like going to concerts, listening to music and drinking outside.

Pure Gold saw an opportunity to reimagine livestreams by bringing the energy of a sold out show to fans across the globe with everything they’ve missed most during quarantine: nature, fashion, merchandise and beer. The livestream took place Sept. 2, in Miami at 10 p.m. ET, where Maluma sported some of the outfits from his new clothing collection. It was also the first time he performed hits from his new album, Papi Juancho.

-Most viewed livestream of the summer

-125k peak concurrents (25k over goal)

-16Mio total views (3Mio over goal)

-106Mio earned impressions (6Mio over goal)

-96Mio PR impressions (11Mio over goal)

-178k social mentions (20k over goal)

-1 MTV European Music Award nomination