Delivering an engaging digital solution for Michelob ULTRA

The Objective

Once a year, brands within the Anheuser-Busch InBev portfolio get together to inspire their wholesaler community with exciting marketing initiatives, products, and innovations at the highly-anticipated Sales and Marketing Communications Meeting (SAMCOM).

In the wake of COVID-19, SAMCOM transformed into a completely virtual experience, and as a result Michelob ULTRA needed an engaging digital solution to make an impact with wholesalers, continuing the momentum the brand was experiencing as the fastest growing within the ABI portfolio.

Our Solution

Our team produced a Michelob ULTRA virtual presentation, filmed in a Sparks designed and fabricated branded studio environment, which aired as short segments during the virtual SAMCOM event. The segments were designed to shine a light on the three major brands within the ULTRA family (Michelob ULTRA, Pure Gold, and Organic Seltzer), communicating their first quarter marketing goals and inspiring commitment from the audience to support product in market.

The event’s sportscaster theme tied to the upcoming Super Bowl, which we leaned into for Michelob ULTRA by creating a training camp studio set, complete with a big screen, props relevant to each of the three brands and a bar showcasing product packaging and ingredients. Flexibility and authenticity of the set were key to creating the right environment for the Global VP of Marketing to speak from. The Michelob ULTRA virtual presentation featured several video elements, including Super Bowl ads, as well as virtual appearances from talent partnering with the brand - Peyton Manning, Serena Williams, and Don Cheadle.

A Closer Look at the Work

We coordinated with Michelob ULTRA every step of the way to establish and adhere to content design and production processes while developing and recording the series.

One of our primary content strategy and management responsibilities included taking on an advisory role to provide flow, design and messaging direction, balancing the need to succinctly convey the brand’s marketing plans while keeping audiences engaged. Next steps included mapping out overall show production, run-of-show development, technical production and running speaker rehearsals.

We secured the appropriate studio for filming, with our team coordinating spatial planning, scenic fabrication, and overall operations and logistics. Health and safety remained a top priority with all parties following COVID-19 health and safety protocols.

From a creative design outlook, we developed the scenic design and graphics for the Michelob ULTRA virtual presentation, incorporating set changeovers for the three Michelob ULTRA brands that were woven into the segments’ narrative. The training camp sports theme remained at the forefront by utilizing multiple camera views as well as on-screen graphics to replicate a live sports studio environment.

We also incorporated animations, brand typography, packaging imagery, and marketing campaign video content into the presentation design to provide a distinct look and feel for each of the three Michelob ULTRA brands.

Key Highlights

  • Accelerated timeline -- 4 weeks from start to finish
  • Created three broadcast-quality Michelob ULTRA segments to air during SAMCOM
  • Celebrity guest appearances woven in throughout the segments
  • Design and fabrication of studio set
  • Design of presentation graphics, animations, transitions and lower thirds
  • Development of run of show, filming and editing of final videos segments
  • Seamlessly handled transitions back and forth between multiple parties to ensure the flow of the Michelob ULTRA videos, and the rest of the presentations appeared as one continuous virtual program
  • The ULTRA segments were the top rated of the entire show, with praise from the wholesaler network, local sales teams, and even the CMO on how strong the ULTRA presentation and set looked