Marathon runners and beer drinkers aren’t always the most obvious bedfellows, but New York Marathon partner Michelob Ultra is leveraging its tie-up with a rare chance to train with a champion and run for the brand’s own team.
Michelob Ultra has launched a contest that challenges its consumers by asking them an unlikely question: How far would you run for an ice-cold beer?
The race’s official beer is offering 95 drinkers a unique opportunity not just to win a coveted spot in the 26.2-mile TCS NYC Marathon on 4 November, but also a chance to be coached for the event by 2017 women’s winner Shalane Flanagan.
With social and PR promotional pieces across Facebook, Instagram and Twitter
Team ULTRA is looking for beer lovers to run the #TCSNYCMARATHON. Only 95 will be chosen, based on their passion for running (and their love of beer).
Tell us why you run for beer for a chance to win an entry and join #TeamULTRA at https://t.co/Zj9vCdYRwH pic.twitter.com/iyFxtwCKix
— Michelob ULTRA (@MichelobULTRA) June 25, 2018
Excited to announce that 2017 #TCSNYCMARATHON Winner, @ShalaneFlanagan, will coach this year's #TeamULTRA through the finish line. If you like beer and running like Shalane does, check out https://t.co/Zj9vCdYRwH for your chance to run. pic.twitter.com/4ShfxBqTkf
— Michelob ULTRA (@MichelobULTRA) June 25, 2018
the beer brand’s contest just asks people to enter by explaining ‘why they want to join the team’ and ‘what they do to make their runs fun’.
Beer drinking runners interested in applying can check out the entry process here and applications close 2 July.
The campaign contest is being promoted by Flanagan as she seeks to recruit a beer-loving, branded running crew.
This year also sees Michelob Ultra partner with non-profit organization Achilles International, which works closely with disabled athletes, on its marathon activity.
Runners from the organization will work closely with Michelob’s Team Ultra (the 95 winners) throughout the training process.
Then, during the weeks leading up to the race itself, the brand plans to run some out-of-home work in support of its team of runners and of all NYC marathon runners.
Michelob Ultra will also have an experiential activation at the race’s official expo.
“Michelob Ultra has always focused on celebrating the active, balanced lifestyles of our drinkers, and we’re committed to creating opportunities—like Team Ultra—to further this through our partnerships,” said Michelob Ultra marketing VP Azania Andrews.
“As the 2017 TCS NYC Marathon women’s winner and a self-proclaimed beer lover, Shalane was the perfect choice to coach Team Ultra, and her commitment to living a balanced lifestyle is the true embodiment of our brand,” Andrews added.
Comment:
This activation is part of the brand’s ongoing strategy of positioning Michelob Ultra is ‘a beer for active people who still want to enjoy drinks with friends after work or on the weekends’.
This approach was first unveiled back in 2017 and this latest marathon marketing initiatives continues the strategy within a sporting space.
Flanagan is most famous for her historic 2017 marathon win and she also appeared running in one of Michelob Ultra’s two Super Bowl ads this year (alongside Chris Pratt).
She also starred in Nike’s 2018 comic Vaporfly campaign ahead of the Boston Marathon (see case study).
Links:
Michelob Ultra
https://www.youtube.com/user/ABMichelobULTRA
https://www.instagram.com/michelobultra/
https://twitter.com/MichelobULTRA
https://www.facebook.com/MichelobULTRA
TCS New York City Marathon Web:
https://twitter.com/nycmarathon
https://www.facebook.com/nycmarathon
https://www.instagram.com/nycmarathon/
https://www.youtube.com/user/nyrrvideo
https://www.crowdrise.com/2016tcsnewyorkcitymarathon
