MICHELOB ULTRA - SAMCOM
We make fitness beer fun
Challenge
As the fastest growing beer brand in the country with a new brand identity, Michelob Ultra needed to create a attention-grabbing space personifying the brand, while highlighting new products and innovations at the Anheuser-Busch annual wholesalers conference.
Services
Creative & Design
Production
Fabrication
Solution
Groundswell Experiential created and produced a 10,600 sq ft space that showcased Michelob Ultra’s newest innovations, brand passion pillars, and iconic product. We incorporated fit and active games, a premium tasting experience to sample their latest product, and a “touch tank” of collaborative partnerships. The beacon of the immersion zone was the installation of 25ft tall x 120ft wide projection walls that featured customized content highlighting each passion pillar of the Michelob Ultra brand, including running, golf, surf, and fitness programming.
Execution
The Michelob Ultra activation took wholesalers on a journey through the brands new positioning, innovations and plans for the upcoming year and was voted best activation of the conference. 75% of the conference attendees visited the activation.
