MICHELOB ULTRA: “THE EXTRA MILE” CAMPAIGN
In partnership with Health, Sports Illustrated, and Travel + Leisure, “The Extra Mile” campaign was a yearlong branded series promoting Michelob Ultra as the low-carb beer for those seeking to maintain an active lifestyle. The series highlighted the beer brand’s athlete-focused “Brewed For Those Who Go The Extra Mile” advertising campaign, featuring active influencers and athletes who work hard, play hard, and always make time for a beer with friends.
This multi-platform initiative increased brand awareness among millennials through a tailored content experience that included long-form video content, social cutdowns, custom advertorials, digital articles, ad units and slideshows featuring content taken at the video shoots, as well as social media posts promoting the video series and content landing page.
Spreadvertorial in Sports Illustrated and Health
Robin Arzón
Robin Arzón is an American ultramarathon runner and author of the book Shut Up and Run. She is also the VP of Fitness Programming and an Instructor at Peloton.
Doctor' Mike’s social post generated over 300,000 social views in a week.
Doctor Mike
Doctor Mike is a Russian-born American internet celebrity and family medicine doctor. His Instagram account went viral after he was featured in Buzzfeed and in People as The Sexiest Doctor Alive.
Spreadvertorial in Sports Illustrated and Health
Alex Puccio
Alex Puccio is a professional climber specializing in bouldering. She competes in climbing competitions and splits her time between climbing outdoor and indoor. She regularly participates in United States national championships and the IFSC World Cup.
Print creative in Travel + Leisure
Jen Royle
Jen Royle is a former sports reporter and writer who is best known for working for the YES Network as a New York-based reporter for the MLB and New York Yankees. She is also known as a chef and contestant on ABC's The Taste and Food Network's Beat Bobby Flay.
Spreadvertorial in Travel + Leisure
Ian Coble
Ian Coble is a west coast based commercial photographer and director specializing in outdoor and adventure sports. He spent the first 7 years of his photography career exclusively shooting skiing and snow sports.