Brief:

• Michelob Ultra is offering people a chance to star in a TV commercial by joining its "Everyone's A Runner Challenge" on social media. The beer brand, which is marketed by Anheuser-Busch InBev, is offering people several ways to win the grand prize for participating in a series of challenges, per an announcement emailed to Mobile Marketer.
• Michelob Ultra yesterday kicked off the campaign with the "Dale Moss Run for Love Challenge," starring the former football player who this year appeared in reality TV show "The Bachelorette." The beer brand asked Twitter users to respond with a post that tags their "running soulmate" for a chance to win a shoutout from Moss.
• The challenges are part of the brand's running-focused marketing. Upcoming challenges include next week's "5K with Molly Huddle" starring the long-distance runner, who will ask Twitter users to show that they have run five kilometers by posting a picture of their distance to her account for a chance to win an Ultra running kit. The "Motivation Monday" challenge on Nov. 23 will ask people to tag a friend who needs motivation to exercise for a chance to receive a personalized message from celebrity trainer Ron Everline.

Insight:

Michelob Ultra's "Everyone's A Runner Challenge" aims to inspire people of all athletic capabilities to get more exercise, a theme that's consistent with its brand of low-carb, low-calorie beer. By giving Twitter users a chance to win a starring role in a TV commercial, among other prizes, the brand is offering a greater incentive to participate in its series of challenges. Its TV ads have tended to portray Michelob Ultra as a refreshing drink to enjoy after working out, positioning the brand as a healthier alternative to rivals with more calories.

By running a series of challenges on Twitter, Michelob Ultra can reach younger adults who are more elusive to traditional media like linear TV and who are more likely to favor beer brands with fewer calories or hard seltzers. Michelob Ultra is among the light beer brands that saw surging sales this spring, when people stocked up their pantries instead of going out to bars and restaurants during the pandemic's early days. Sales of 24-can cases of Michelob Ultra surged 59% in early April, ahead of rival brands like Miller Liter, according to Nielsen data cited by USA Today. Michelob Ultra sales accelerated in Q3, keeping its spot as the second-highest selling beer in the U.S. after Bud Light, according to IRI data cited by AB InBev.

Michelob Ultra's "Everyone's A Runner Challenge" follows other promotional efforts aimed health-conscious consumers or sports fans amid pandemic disruptions. The brand recently collaborated with Spotify Canada on a campaign that let users of the audio streaming platform create a personalized playlist based on their running habits. In July, the brand began hosting a digital experience to let people virtually attend basketball games as the NBA restarted its season without fans in arenas. Before that, the brand sponsored a charity golf event that pitted Tiger Woods and Phil Mickelson against NFL greats Peyton Manning and Tom Brady. As the pandemic led to lockdowns on gyms, Michelob Ultra in April started livestreaming video workouts from its social channels to reach health-minded consumers stuck at home.