REGGIE Winner (2023): Michelob ULTRA & FCB - "McEnroe vs. McEnroe"
Michelob ULTRA created the world’s first real vs. virtual tennis match. Overall, McEnroe vs. McEnroe became a first-of-its-kind type of branded entertainment and proof that advertisers can enhance and not interrupt consumers by giving them interesting branded content on a trusted platform like ESPN.
The mind-bending reality, featuring John McEnroe facing off against his virtual self on ESPN proves the thrill of immersive branded escapades.
Key Takeaways:
Redefining TV advertisements: Instead of the traditional approach of interrupted ad Michelob Ultra aims to create a one-of-a-kind entertaining advertisement that viewers enjoy.
Highlighting the brand's tagline: The campaign's core message focused on encouraging people to enjoy the journey and find balance in their lives. By using the iconic figure of John McEnroe, known for his intensity and pursuit of success, the brand conveyed the importance of enjoying the ride, aligning with the well-being concerns of its target audience.
Leveraging Partnership: Michelob ULTRA chose to air the hour-long special on ESPN and its affiliates in 52 countries, by leveraging a trusted sports platform, the brand aimed to reach a wide range of audiences.
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