Customer Experience

Michelob Ultra, Usain Bolt go on beer run in OOH campaign

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July 21, 2021

Beer brand Michelob Ultra has teamed with retired Olympic track star Usain Bolt for a OOH promotional campaign inviting patrons to return to the bars this summer as the COVID-19 pandemic eases up.

The ad campaign, according to a press release, coincides with Ultra's push to become a favorite post-workout beer. On July 24, Bolt and Ultra are inviting consumers to return to their favorite bars and put their post-workout Ultra on his "running tab."

"I've always been someone who has had as much fun off the track as on it, which makes this partnership with Michelob Ultra so perfect," Usain Bolt, eleven-time world champion and eight-time gold medalist, said in the release. "I strongly believe in the brand's mantra that 'it's only worth it if you enjoy it' and I'm thrilled that we are able to join forces on a program that combines the joy in both exercise and sharing a beer with your friends at the bar."

Michelob Ultra's "Bolt to Bars" campaign is part of its Beer Run program and will be supported by two ad spots that will run on TV, social and digital media, localized OOH and public relations promotion.

After hitting the bars, beer fans can upload their Ultra receipt to ULTRABeerRun.com. After the receipt is validated, Michelob Ultra will email a prepaid card valued up to $5 to reimburse the beer purchase. Those who can't make it to the bar on July 24 can still have a post-workout beer through Ultra's Beer Run program.

"Bars are part of the fabric of our communities; it's where we come together, meet up, catch up and cheer up with friends," Ricardo Marques, VP of Marketing, Michelob Ultra, said in the release. "That is why we are partnering with Usain Bolt for our ongoing Beer Run campaign to celebrate the return of bars, encourage people to continue being active all summer long and balance it out with the perfect, low calorie beer."

Michelob Ultra's Beer Run initiative is part of Anheuser-Busch's "Let's Grab A Beer" platform. Michelob Ultra was introduced in 2002 as a low-calorie light beer option.