Michelob ULTRA launches ‘Beer Run’ – a first of its kind programme allowing consumers to trade in their hard-earned miles for beer
Michelob ULTRA, the fastest growing beer in the US, is encouraging people to get outdoors and get active, safely, with their go-to fit squad by allowing them to trade their miles for beer.
ULTRA Beer Run is an unprecedented programme that allows people to exchange their miles, push-ups, downwards dogs or any exercise activity for the unmatched experience of grabbing a cold one with friends, post-workout. A relentless champion of living an active, balanced lifestyle, Michelob ULTRA believes workouts are better with others and that it’s only worth it if you enjoy it.
This epic, one-of-a-kind programme inspires active seekers all over the US and rewards them with refreshing Michelob ULTRA to celebrate their pursuits.
To participate, 21+ consumers download the MyCooler app and register. Then simply upload proof of a workout via a post-workout selfie, screenshot of a fitness app or workout summary. The brand will email runners, yogis, bodybuilders, and anyone in between a digital prepaid card valued at US$5/£3.56 that they can use to purchase a Michelob ULTRA.
“Workouts that end with a ‘cheers’ are the best kind! As the world begins to safely reopen, Michelob ULTRA’s Beer Run looks forward to people being active together and rewarding them for doing so with a refreshing beer after a run or workout,” said Ricardo Marques, Vice President of Marketing, Michelob ULTRA. “At just 95 calories and 2.6 carbs, ULTRA is a perfect complement to an active lifestyle.”
To spread the word, on Saturday, 15 May, Michelob ULTRA is taking over popular running locations in New York and Chicago where they will reward people for their physical activity with beer, hand out branded premiums and sign them up to trade in their miles for beer.
The Michelob ULTRA Beer Run is a fully integrated, summer-long campaign that includes OOH, social media giveaways, retail activation, experiential and PR. In addition, there will be an emotive :30 film entitled “The Pursuit” — a story of why people workout — that will live on social with a :15 version airing on TV.