For the 2022 NBA All-Star Weekend, Michelob Ultra encouraged hoops fans to ‘Enjoy It Like It’s 1993’ with a collection of in-person and online activations that recreate elements of classic arcade game NBA Jam.
Which year has the best All-Star MVP? #ULTRAJAM
— Michelob ULTRA (@MichelobULTRA) February 17, 2022
The marketing effort rolled out immediately ahead of All-Star Weekend which was held in Cleveland between 18 and 20 February and spanned in-person and online experiences based on the beloved, old school video game – which first launched back in 199 – to help Michelob Ultra to engage with millennial drinkers who grew up playing the game in arcades and at home.
The AB InBev brand, which is the official beer brand of the NBA in the USA, temporarily turned a Cleveland bar into ‘Boom Shaka Lakas’: an arcade bar inspired by the game’s iconic catchphrase.
There is only one way to describe what just happened in the #NBAAllStar game… #ULTRAJAM pic.twitter.com/bjiVgPmzc5
— Michelob ULTRA (@MichelobULTRA) February 21, 2022
The game tonight for Steph Curry! #ULTRAJAM #NBAAllStar pic.twitter.com/MD9EZgg5wY
— Shannon (@luv_mydachshund) February 21, 2022
#NBAAllStar game is lit tonight! #ULTRAJAM pic.twitter.com/9sXKleTp7f
— Michelob ULTRA (@MichelobULTRA) February 21, 2022
Congrats to the #NBAAllStar champs! #ULTRAJAM pic.twitter.com/e2hcO70UcE
— Michelob ULTRA (@MichelobULTRA) February 21, 2022
Two words, two points, one gorgeous play. #ULTRAJAM pic.twitter.com/gp4H3fXdMO
— Michelob ULTRA (@MichelobULTRA) February 21, 2022
The pop-up features music by artists who were first popular in the ’90s (such as rapper Fat Joe and DJ Jazzy Jeff), meet-and-greets with NBA Hall Of Famers and other players who made their names in the 90s and who are legends in both real life and the game, plus exclusive merchandise and appearances by the voice of NBA Jam Tim Kitzrow (whose catchphrases are a signature part of the game’s charm).
The NBA Jam Boom Shakalaka Barcade on display at #NBAAllStar @MichelobULTRA pic.twitter.com/FQNmwsqkVC
— NBA on TNT (@NBAonTNT) February 20, 2022
Final round! Which new NBA JAM catchphrase is your favorite? We got the voice of the game, @Tim_Kitzrow, to make them real! Tell us and check back soon to find out which catchphrase wins! #ULTRAJAM
— Michelob ULTRA (@MichelobULTRA) February 20, 2022
Introducing the newest dream team: ULTRA x NBA JAM. Who is ready to play? #ULTRAJAM pic.twitter.com/1inFCAixLe
— Michelob ULTRA (@MichelobULTRA) February 16, 2022
The fans have spoken! We have a new all-time favorite catchphrase for NBA JAM! RT to show some love. #ULTRAJAM pic.twitter.com/0qJPciO79r
— Michelob ULTRA (@MichelobULTRA) February 20, 2022
Does “Oof” have your vote for the best new NBA JAM catchphrase? Hit play and let us know. #ULTRAJAM pic.twitter.com/LWVxGbPAXK
— Michelob ULTRA (@MichelobULTRA) February 20, 2022
Stop by at 6pm and get your limited edition BOOMSHAKALAKA hat signed by Tim Kitzrow, the voice of NBA JAM!
We’re hanging with @MichelobULTRA at 2120 E 4th St all weekend! pic.twitter.com/L72w0defeT
— HOMAGE (@HOMAGE) February 19, 2022
❌◀️ To celebrate our NBA JAM collab, we’re unlocking some new players. Tweet us a selfie and we’ll reply with your very own NBA JAM player card. #ULTRAJAM pic.twitter.com/9UqUORjJZM
— Michelob ULTRA (@MichelobULTRA) February 18, 2022
While NBA Jam inspired cans were also available at the bar, at other Cleveland locations and at the All Star Weekend’s home arena and the home of the Cleveland Cavaliers Rocket Mortgage FieldHouse.
Us all weekend:
“ULTRA Jaaahhhmms” pic.twitter.com/rJXmMCFIoh
— Michelob ULTRA (@MichelobULTRA) February 20, 2022
For those basketball fans not able to be in Cleveland in person, the brand invited them to tweet a selfie to @MichelobUltra with the hashtag #ULTRAJAM in order to receive a 16-bit avatar in the style of the game in a bid to make the initiative spread virally as avatars gain more prominence amid spiking interest in the metaverse.
The brand also launched a ’90s browser like experience called EnjoyItLikeIts1993.com: a ’90s-styled website where fans can buy merchandise and premium items, including a custom NBA Jam x Ultra arcade console, plus T-shirts, a custom arcade cabinet with a beer fridge.
A shot so beautiful, it took us ALLLL the way back. #ULTRAJAM pic.twitter.com/kVj4EcKLyM
— Michelob ULTRA (@MichelobULTRA) February 21, 2022
Imagine hearing “YEET” in the game? Don’t have to. Just hit play, then vote on your favorite NBA JAM catchphrase. #ULTRAJAM pic.twitter.com/ufumUxtWpZ
— Michelob ULTRA (@MichelobULTRA) February 20, 2022
Working with agency Wieden + Kennedy New York, the Anheuser-Busch beer also ran three ads fronted by NBA star Jimmy Butler during the All-Star Game itself to showcase its light beer, Pure Gold organic lager and hard seltzer offerings. The celeb-heavy multi-spot burst featured an even gender split of athlete ambassadors in a move linked to its recent $100m pledge to increase the visibility of women in sports.
What happens when @jimmybutler realizes he’s almost out of beer? Wrong answers only. #MichelobULTRA pic.twitter.com/kLoAcJ4rst
— Michelob ULTRA (@MichelobULTRA) February 20, 2022
Comment
This tactic not only saw Michelob Ultra jump on the early 2022 1990’s nostalgia bandwagon, but also become part of the return to experiential marketing trend as consumers across the USA return to pre-pandemic activities as Covid-19 increasingly becomes an endemic part of everyday life.
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