Year
2024
Client
Michelob Ultra
Category
Event Staffing
Product Duration
2 Weeks
Michelob Ultra aimed to enhance its brand presence and fan experience during the C.O.P.A America Games in the summer of 2024. The goal was to maximize engagement by strategically placing brand ambassadors in high-attendance venues, thereby increasing product visibility, consumer interaction, and brand loyalty.
To optimize brand impact, we developed a strategic plan centered on staffing, training, and targeted brand activation. We hired and trained 15 brand ambassadors with a focus on consumer engagement and brand messaging, conducting comprehensive training sessions covering Michelob Ultra’s brand values, product offerings, and activation goals. Ambassadors were prepared to engage with consumers effectively, promoting product awareness and reinforcing brand affinity. To maximize direct consumer interaction, we identified and partnered with four high-traffic bars frequented by C.O.P.A America fans, strategically placing ambassadors in these venues and aligning engagement strategies with game schedules to ensure peak foot traffic. Throughout the activation, ambassadors facilitated interactive consumer experiences, including product sampling and promotional giveaways, while educating patrons on Michelob Ultra’s unique attributes, such as its light, refreshing taste and low-calorie appeal. This approach created a fun and memorable brand presence that encouraged customer loyalty and boosted sales.
The activation successfully elevated Michelob Ultra’s brand visibility across four high-traffic venues, ensuring strong exposure to passionate C.O.P.A America fans. By deploying trained ambassadors to engage directly with consumers, we strengthened customer interaction through interactive activations, product sampling, and meaningful conversations about the brand’s unique qualities. This hands-on approach not only enhanced the overall fan experience but also positioned Michelob Ultra as a preferred beverage choice for game attendees seeking a light, refreshing option. As a result, the activation drove a significant uptick in on-premise sales and increased brand recall among target consumers, reinforcing Michelob Ultra’s presence in key markets and solidifying its reputation as a go-to beer for sports enthusiasts.
By strategically placing trained ambassadors at key venues, we successfully amplified Michelob Ultra’s presence during the C.O.P.A America Games. This approach not only strengthened brand awareness but also delivered an immersive fan experience that drove consumer loyalty and sales.
