Brief:

• Michelob Ultra aims to help Instagram users pay tribute to their dads on Father’s Day by turning their #FathersDay posts into real postcards and sending them to dads. The campaign is driven by the disparity between the 8.5 million #FathersDay posts on Instagram and the 1.6 million dads who actually use the image-sharing app, per an announcement shared with Mobile Marketer. 
• The cards will include a Drizly code that can be used to order Michelob UItra for delivery. All posts that use the #ULTRADad tag will have a chance to be made into a card. The postcard will show the Instagram photo as seen by users on the app, along with the comments the photo receives.
• Michelob Ultra started the campaign by partnering with "The Bachelorette" star Shawn Booth, who surprised his dad with an #ULTRADad card. The company worked with Laundry Service and Cycle creative marketing agencies for this campaign.

Insight:

Michelob Ultra’s campaign for Father’s Day is a clever way to help people avoid wasting their heartfelt tributes to dads who don’t have an Instagram account. The campaign has the power to go viral as Instagram users post millions of Father’s Day tributes. By creating real cards to send to dads and partnering with online liquor store Drizly, Michelob Ultra can extend its reach beyond the limits of the digital universe and into the real world.

This is the third year that Michelob Ultra has run its #ULTRADad campaign to celebrate Father's Day. Last year, the beer brand created a film that celebrated not only biological fathers, but also any father figures by recognizing the special role that coaches, mentors and step-fathers play in people's lives. Michelob Ultra donated money to a nonprofit organization for every Instagram post that showed the #ULTRADad tag, for a limited time.

Instagram users tends to be most receptive to advertising compared with other social networking apps, making it a popular platform for brand activations like the #ULTRADad campaign. Among other recent campaigns, Athletic brand Saucony this month launched an Instagram push raising money for charity by urging users to challenge each other in a global relay race. Chipotle Mexican Grill this month launched a Pride-themed campaign that raised money for charity with direct sales of limited-edition merchandise.

This campaign also plays on millennials' desire for authenticity in marketing, with a motto of "for the love not the likes" in its brand video. While tech savvy, many millennials are trying to quit social media in 2019 to become happier, despite the majority agreeing that social media has more benefits than drawbacks. The Michelob Ultra campaign attempts to engage these consumers by showcasing a positive use of social media.

Beer and liquor brands have increasingly teamed with Drizly to partake in the growing alcohol delivery market. Molson Coors partnered with Drizly on an e-commerce platform for its Blue Moon brand, while Tito's Handmade Vodka teamed with Allrecipes, Facebook Messenger and Drizly on a recommendation and purchase activation.