What do you do when you’re an official sponsor of the NBA in a year when fans can’t even go to a game? If you’re Michelob Ultra, you bring them an entirely new fan experience that changes the very way sports are enjoyed and shared. Powered by Microsoft’s AI-driven Together Mode and a partnership with the NBA, we created Courtside, a never-experienced-before way to not just see the games, but to be a part of the 2020 NBA games. By scanning Michelob Ultra, fans could win “tickets” and find themselves hanging out with celebs like Lil Wayne, Shaq and even Barack Obama. Michelob Ultra won Brand of the Year at the 2021 Sports Clios and this effort was a large region FCB New York was the #1 ranked North American agency at the 2021 One Show. Best of all, Michelob Ultra sales shot up 32% during the 81.5 million total hours of coverage across 124 live NBA games.

2021 ONE SHOW GRAND PRIX (3) | ONE SHOW Gold (13), Silver (4), Bronze (4) | AICP Most Next Award (Best in Show)
CANNES Gold, Silver, Bronze (5) | D&AD Yellow Pencil, Graphite (4), Wood (2) | | 14 Sports Clios, including Brand of the Year