Michelob Ultra is making its fans consider a wild question: How far would you run for an ice-cold beer? For those who’d run 26.2 miles (yes, that’s a full marathon), the brand has a unique opportunity: it’s continuing its partnership with the TCS NYC Marathon this year, giving 95 runners a coveted spot in the November 4 race.
The brand launched this effort for the first time in 2017 but wants to continue to push its message that Michelob Ultra is a beer for active people who still want to enjoy drinks with friends after work or on the weekends. The contest simply asks entrants to explain why they want to join the team and what they do to make their runs fun.
“Michelob Ultra has always focused on celebrating the active, balanced lifestyles of our drinkers, and we’re committed to creating opportunities—like Team Ultra—to further this through our partnerships,” said Azania Andrews, vp, Michelob Ultra.
Another perk for those selected: This year, the brand scored the 2017 TCS NYC Marathon women’s winner Shalane Flanagan to coach the beer-loving crew.
Read more at AdWeek: https://www.adweek.com/brand-marketing/michelob-ultra-is-giving-95-beer-lovers-a-chance-to-run-the-nyc-marathon/
SCREENCHOW 