When COVID-19 shut down the 2020 season, Michelob ULTRA partnered with Microsoft and the NBA to reinvent the live viewing experience. Michelob ULTRA Courtside, powered by Microsoft’s new AI-driven Together Mode, digitally immersed fans at home in the NBA Bubble. By scanning a Michelob ULTRA, fans could win Courtside tickets and find themselves ‘sitting’ next to the likes of Lil Wayne, Shaq and even President Obama. With 81.5 million hours of NBA coverage across 124 games, Michelob ULTRA’s sales grew 32%.
What did the judges have to say?
"The problem was unique, relatable, real. And a solution that had to be timely, showcasing the collaboration and precision in technology for something that changes experiencing sports forever. To keep the essence from the real world as we remembered it, and evolve it for the time we were hit with, makes the work stand out for me."Garima Khandelwal, Chief Creative Officer, Mullen Lowe Lintas
"Simplicity on the audience's involvement. It simply works, great and superb collaboration."YouLi Hooi, Agency Head, Spark Foundry
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.