Michelob ULTRA Superior Access SMS & CRM Program

The Ask:

Turn a sweepstakes program into a community of social athletes and sports fans that makes everyone feel like they’re on the inside.

Solution:

Superior Access is a sports club for everyone who wants to be in the game. That means reconfiguring the flywheel of how we communicate with customers, beginning with a refreshed landing page, new SMS model, and a rethink of experiential activations.

The Result:

A rebranded landing page to go with our new SMS connection that moved away from traditional marketing and toward a disruptive, relationship building model. And plans for bigger 360 experiences and live activations that go bigger for prize winners, and make the digital community feel better connected to the larger Superior Access program.