Event Marketer Summer 2023 - 75

BEST PRODUCTION OF AN EVENT
(CONSUMER)
Over the last five years, Michelob ULTRA's Movement Live
fitness platform has found success building loyal fitness
communities, strong sponsorship models and engaging
workout experiences. But the beer brand has not yet fully
tapped into opportunities to tie in an authentic beer drinking
occasion to draw more diverse consumers that live active
lifestyles. Targeting a younger demographic was at the heart
of Michelob ULTRA's strategy for a new iteration of Movement
Live.
Michelob ULTRA piloted Movement Live After Dark at
New York's The Brooklyn Mirage, an indoor/outdoor music
venue, and partnered with Rumble Boxing to create dynamic
18-round weighted shadow boxing workouts with live music
from DJ Ruckus. A post-workout after party featured a headline
performance by electronic music duo Loud Luxury.
Attendees could choose from three different tickets based
GOLD AWARD
CAMPAIGN: Michelob ULTRA
Movement Live
CLIENT: AB InBev/Michelob ULTRA
PARTNER: Good People
on price point and activity-VIP workout, general admission
workout or after-party only-appealing to a wider audience.
Michelob ULTRA also brought in eight new sponsors, adding
an additional revenue stream to ticket and F&B sales. Through
this new event, Michelob ULTRA was able to engage with
new consumers interested in both working out and going
out, with an average dwell time of two hours, and created the
first Movement Live where experience, food, beverage and
sponsorship were all generating revenue.
BEST PRODUCTION OF AN EVENT
(CONSUMER)
American Express has a legendary US Open sponsorship
presence. But in 2022, the brand set out to infuse " unexpected "
joy into its high-tech activation. The brand transformed its
on-site US Open American Express Fan Experience into a more
interactive, participatory and inclusive footprint-starting with
the blue-and-yellow branded entrance signage that read, " ALL
FANS WELCOME, " above the doorway to greet attendees.
A tennis club with real-life and virtual games let everyone
play, such as a digital match of Glow Tennis, a Rube Goldbergstyle
game called Trick Shot, Connect Four or tennis on the Fan
Court. Outside of games, attendees could enjoy tennis-themed
nail art by Chillhouse or grab a radio at The Claw.
The American Express Card Member Lounge offered even
SILVER AWARD
CAMPAIGN: US Open Fan
Experience 2022
CLIENT: American Express
PARTNER: Momentum Worldwide
more perks like a Ralph Lauren Create Your Own merchandise
kiosk, Jason Markk sneaker cleaning station and La Roche-Posay
products. Card members could also write and mail postcards,
rent mophie phone chargers and purchase a Grey Goose Honey
Deuce ice pop.
The US Open American Express Fan Experience welcomed
156,512 fans throughout the tournament, an 8 percent increase
compared to 2019, and the activations inside were a huge hit,
with tens of thousands of games played. More than 46,000 fans
visited the Card Member Lounge, a 350 percent increase year
over year.
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SUMMER 2023 EVENT MARKETER
75
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Event Marketer Summer 2023

Table of Contents for the Digital Edition of Event Marketer Summer 2023
