Michelob Ultra 'trick shot' challenge raises money for COVID-19 relief

Brief:

Michelob Ultra is challenging Twitter users to share videos of their best indoor golfing trick shots to help raise money for COVID-19 relief. The beer brand's "Ultra Indoor Open" will donate $1 to United Way’s COVID-19 Community Response and Recovery Fund for every video posted to Twitter, per an announcement shared with Mobile Marketer.
To participate, Twitter users can tag their videos with the @MichelobUltra handle and hashtags #ULTRAIndoorOpen and #donation. The Anheuser-Busch InBev brand will donate up to $500,000 for the challenge, in addition to a $250,000 grant to United Way's relief fund.
Professional golfer Brooks Koepka announced the challenge in a video posted to Michelob Ultra's Twitter account. Last month, he donated $100,000 to his charity to support the Community Foundation’s COVID-19 Response Fund for Palm Beach and Martin Counties.

Insight:

Michelob Ultra's social media challenge aims to raise money for COVID-19 relief by engaging golfers who might be frustrated that the pandemic is keeping them away from the links. By running a fundraising campaign on Twitter, Michelob Ultra can extend its reach as people share their "trick shots," a popular genre of videos on YouTube channels like DudePerfect.

The coronavirus outbreak has led to an outpouring of support for charity groups such as United Way, and Michelob Ultra is joining those efforts with donations and calls for Twitter users to participate in the "Ultra Indoor Open."

Introducing the ULTRA Indoor Open. We matched @bkoepka’s donation to the COVID-19 Response Fund and we want to give more! Post a trick shot with #ULTRAIndoorOpen & #donation. Each post = $1 donated to relief efforts, up to $500k. We’ll get the ball rolling with a $250k donation. pic.twitter.com/utQBxgSudJ
— Michelob ULTRA (@MichelobULTRA) March 20, 2020

As brands navigate the challenges of the pandemic, it's important to strike the right tone with consumers worried about their health and economic situation. While Michelob Ultra's trick shot challenge aims to engage consumers with a fun and frivolous activity, the beer brand also is raising money for charity — a demonstration of its social responsibility.

The coronavirus crisis has led to a 42% surge in mission-based marketing, while cause-related marketing has jumped 41%, the Interactive Advertising Bureau (IAB) found in a survey of advertising executives. These efforts can help to form positive associations with a brand that may last after the pandemic subsides.

COVID-19's spread has led several alcohol brands to revamp their campaigns as consumers avoid social occasions and remain stuck at home. Hard seltzer brand Crook & Marker, for example, this week launched a social campaign to raise money for bartenders who face financial hardship as authorities order the closure of bars and restaurants during the pandemic. Busch Beer, a sister brand to Michelob Ultra, last week premiered a weekly livestreamed trivia game show on Facebook to similarly raise money for bartenders. Irish beer maker Guinness last month donated $500,000 to charity and ran an inspirational ad amid canceled parades and other public events around St. Patrick's Day.