THE OBJECTIVE

Continue driving cultural relevance and earned conversation for Michelob ULTRA in the world of sports.

THE INSIGHT

As the sports world begins to increasingly focus on accessibility, they’re missing a simple but heartbreaking problem: millions of blind sports fans struggle to enjoy live games because they’re only given audio to follow along with.

THE WORK

Because we believe that watching sports is only worth it if you enjoy it, we invented a technology that empowers blind fans to feel the game and enjoy it like never before: Dreamcaster technology.

Combining haptics, spatial audio, and generative braille, our technology will make the world of sports more accessible to millions.

We launched our technology live on TV during the NBA Playoffs with Cameron Black, a blind sports journalist. Using Dreamcaster, Cameron become the first blind person to commentate a live game in partnership with MSG Networks.

THE RESULTS

10.4 viewers on live TV watching Cameron Black make history

55% increase in search volume for Michelob ULTRA

44% increase in social conversation about Michelob ULTRA