DreamCaster uses spatial audio to make basketball accessible to the blind and visually impaired community. We sonically placed Cameron Black in the middle of the court, letting him experience basketball like never before. We rebuilt the sounds of the game by translating thousands of gameplay moments into a unique language, merging synthetic sounds to create a language with basketball sounds to really immerse him in the game, leading to 8,500 unique sound possibilities. This made it possible for Cameron to truly understand and feel every gameplay moment and every movement in the game.

Materials are produced in English natively.

Michelob ULTRA is a low-calorie beer that believes in joy as an essential component of an active lifestyle. You should be able to be physically active AND enjoy a beer afterward.

Our brand platform, “It’s Only Worth It If You Enjoy It,” has brought this belief to life in groundbreaking and culturally relevant ways over the last few years, addressing issues such as burnout, fans being shut out of games during COVID lockdowns, and more. Our cultural relevance in the sports world has helped us grow from the #5 domestic beer to #2 in the U.S.

But with billions of marketing dollars spent each year, competition never ends in the beer category.

So, to continue growing our market share, we set out to address another pressing, hot-button issue in sports culture: accessibility. Since most people focus on accessibility of playing, we championed the under discussed accessibility of enjoying sports.

DreamCaster launched a few weeks ago, but it already looks set to become Michelob ULTRA’s next cultural juggernaut.

Cameron’s historic broadcast notched the second-highest TV ratings of any program in its market that day, immediately captivating 10.4 million viewers.

And his commentary echoed throughout the most iconic arena in the world: Madison Square Garden. 21,000 fans and passersby outside witnessed sports history being made.

But the impact for Michelob ULTRA goes well beyond a local gameday broadcast activation.

Within days of going live, organic search volume for Michelob ULTRA jumped 55% and social conversation about Michelob ULTRA increased by 44%.

This initial barrage of excitement, both local and national, sets the stage for Michelob ULTRA’s long-term commitment to championing accessibility in sports culture.

We’ve proved (and will continue to prove) that it’s only worth it if we ALL enjoy it.

A unique setup with 62 surround sound speakers (a world’s first) placed Cameron in the center of the game. We created a first-of-its-kind system that translated real-time basketball data and natural basketball sounds into an audio-driven language. We mixed and outputted them at distinct frequencies for comprehension and enjoyment of the game.

To do so, we created 17 families of sounds: Shots, Rebounds, Passes, Defense Strategies, Fouls, etc. These sounds are then turned into countless alternatives to make the language more specific, so

Cameron knows exactly what is happening. For example, the shot sound is turned into different alternatives so Cameron knows if the shot is a hook shot, a bank shot, or an inside shot. Or if a pass is a bounce pass, an overhead pass, or an inbound pass.

We turned sound into a language that immersed Cameron in the joy of basketball like never before.

Every campaign element has been reviewed by the American Foundation for the Blind, and made accessible for the blind through audio descriptions. This includes campaign videos, social ads, and all deliverables.