Michelob ULTRA x NBA - Courtside
Michelob ULTRA needed to maintain brand relevance and consumer connection during the 2020 NBA season shutdown. The client sought an innovative way to engage sports fans, recreate the live game experience, and drive sales, despite physical attendance being impossible.
Creative Idea
Digitally immersing fans courtside in the NBA bubble, recreating live game energy and connection.
Michelob ULTRA digitally immersed fans courtside in the NBA bubble during the 2020 season shutdown, using Microsoft's AI-driven Together Mode. By scanning a bottle, fans won virtual seats, recreating the live game experience and vital human connection, which significantly boosted sales and brand engagement.
Bringing the NBA Bubble to Life with Microsoft AI
13 Billion Impressions and a Sales Surge
The campaign delivered a staggering 32% increase in sales and gained +69 points of market share, the largest gain in the beer industry that year. While competitors saw declines, Michelob ULTRA achieved 13 billion total impressions and a 31% increase in brand reach. Over 535,000 unique fans visited the "Courtside" URL - making it the most visited site in the brand’s history - to win a seat by scanning a physical bottle, directly linking digital engagement to product purchase.
AI Segmentation and 17 Foot LED Screens
To solve the "empty stadium" problem highlighted by LeBron James, the production utilized Microsoft Teams’ "Together Mode." This AI technology segmented fans from their home backgrounds in real - time, placing them into a shared virtual space displayed on a ring of 17 - foot LED screens in the Orlando Bubble. To ensure the atmosphere felt authentic, 120 spatial audio microphones and millisecond data transfers allowed fan cheers to be pumped into the arena so players could hear them. A specialized rail camera provided virtual fans with a dynamic view that mimicked physical movement with the play.
From President Obama to Adoptable Dogs
The virtual stands featured a surreal mix of talent, including President Barack Obama, Shaquille O'Neal, Snoop Dogg, and Lil Wayne. Beyond celebrities, the brand programmed "Easter egg" nights, such as a "Dog Section" filled with adoptable shelter pets and dedicated rows for first responders. The launch was anchored by a TV spot featuring Jimmy Butler singing Hall & Oates, but the true legacy remains the technological blueprint now used by Microsoft for global workplace and classroom software.
Creative Strategy Deconstructed
Company
Michelob ULTRA leveraged its brand association with sports and partnerships with Microsoft and NBA to reinvent fan engagement.
Category
The sports broadcasting category traditionally relied on physical fan presence and stadium atmosphere for an engaging live viewing experience.
Customer
Fans deeply missed the communal energy, human connection, and immersive experience of attending live NBA games during the pandemic.
Culture
The COVID-19 pandemic created a global cultural moment of isolation, driving an urgent need for innovative virtual connection and shared experiences.
Company
Michelob ULTRA leveraged its brand association with sports and partnerships with Microsoft and NBA to reinvent fan engagement.
Category
The sports broadcasting category traditionally relied on physical fan presence and stadium atmosphere for an engaging live viewing experience.
Strategy:
Reinvent communal experiences through innovative technology to maintain connection during isolation.
Customer
Fans deeply missed the communal energy, human connection, and immersive experience of attending live NBA games during the pandemic.
Culture
The COVID-19 pandemic created a global cultural moment of isolation, driving an urgent need for innovative virtual connection and shared experiences.
Strategy:
Reinvent communal experiences through innovative technology to maintain connection during isolation.
Results
The campaign was described by The New York Times as "UNLIKE ANYTHING IN THE HISTORY OF SPORTS" and by CBS Sports as "WHAT A TIME TO BE ALIVE." The NBA stated, "WE COULDN'T HAVE PREDICTED THE RESPONSE." The campaign generated 81.5 MILLION HOURS of live NBA coverage across 124 GAMES. It became the #1 TOPIC in the sport industry and was talked about in 32 COUNTRIES. The virtual fan experience became "A POP CULTURE PHENOMENA" and served as "A PLATFORM TO MAKE SOCIAL MESSAGES HEARD." Michelob Ultra sales were up 32% during the campaign period.
81.5M
hours of live NBA coverage
32%
Michelob Ultra sales increase
32
countries talked about
Strategy Technique
Build an Utility, Not an Ad
Michelob ULTRA partnered to create a functional virtual courtside experience, solving the problem of fan absence during the pandemic. This utility provided genuine value, transforming brand engagement into a service.
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Creative Technique
Cutting-edge Tech
The campaign leveraged Microsoft's new AI-driven Together Mode and massive video boards to create an unprecedented virtual fan experience. This innovative use of technology reinvented live sports viewing during a global pandemic.
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Craft Breakdown
This campaign's exceptional craft lies in its ingenious digital craft, which leveraged cutting-edge digital and physical production to reinvent the live sports viewing experience during an unprecedented crisis.
The innovative use of a special Microsoft Teams 'Together Mode' build and the seamless integration of virtual fans onto massive, interactive LED screens showcased cutting-edge interactive technology.
The physical implementation of the 17-foot video boards wrapped around the NBA bubble, transforming the court into a dynamic virtual arena, was a sophisticated feat of spatial design.
The success of Michelob ULTRA Courtside stemmed from the harmonious integration of a brilliant core idea with advanced digital technology, thoughtful production design, and immersive sound, creating a holistic experience.
