Michelob ULTRA "Lap of Legends"
THE OBJECTIVE
Win over a new generation of F1 racing fans.
THE INSIGHT
F1 racers used to drive to thrive. Now they drive to survive.
THE WORK
To remind the world of F1 that it’s only worth it if you enjoy it, we created the first ever real-vs.-virtual F1 race and aired it on live TV. We put drivers on the track against augmented reality avatars of their retired F1 heroes; heroes who taught them the joy of racing before F1 got so serious.
THE RESULTS
+1650% organic search for Michelob ULTRA
+23% organic social reach for Michelob ULTRA
695,000,000 PR impressions for our promo assets alone
Cannes Gold Lion - Entertainment
Cannes Gold Lion - Digital Craft
THE OBJECTIVE
Win over a new generation of F1 racing fans.
THE INSIGHT
F1 racers used to drive to thrive. Now they drive to survive.
THE WORK
To remind the world of F1 that it’s only worth it if you enjoy it, we created the first ever real-vs.-virtual F1 race and aired it on live TV. We put drivers on the track against augmented reality avatars of their retired F1 heroes; heroes who taught them the joy of racing before F1 got so serious.
THE RESULTS
+1650% organic search for Michelob ULTRA
+23% organic social reach for Michelob ULTRA
695,000,000 PR impressions for our promo assets alone
