Michelob Ultra

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Michelob Ultra
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it's only worth it if you enjoy it

With the internet overflowing with "train harder, no pain, no gain" running content, our friends at Michelob Ultra were looking to go in another direction. Enter Molly Seidel. In a sport that has an OCD like focus on marginal gains, Molly breaks the stereotype with a laid back attitude and a sly sense of humor. Working directly with the AB InBev team we designed a content series leading up to the Boston Marathon - focused on Molly's down to earth approach to running (really really) fast
client
AB InBev
location
Boston - Flagstaff
days of production
3
# of Carbs per can
2.4
MISSION

The human side of elite performance

Taking a social first/athlete first approach, we designed content that Molly could comfortably share through her personal channels as she prepared to compete in Boston. Onsite at the race, things didn't go according to plan for the Olympic medalist, but from a content perspective we were able to showcase the very human side of elite athletes (again via Molly's channel) and generated even more engagement than a win would have likely produced.

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6

# of spots on the point to point Boston Marathon course we had access to for image capture

72

hours from capture onsite in Boston to delivery of the finished edit

making the turn

IG first/YouTube second was our mantra throughout production with the goal of the Boston segments being balancing the storytelling with a release calendar in the key post event window when endemic running audience is still craving content. Telling a nuanced narrative became that much more crucial when Molly was forced to drop out of the race with an injury.

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To paraphrase Napoleon - “Beer - In victory, you deserve it; in defeat, you need it.” With the goal of having content that had a strong brand presence, we integrated post-race product shots that were truly genuine (without going over the top.) Like many things in life - moderation is key.

Fun facts

Molly was a barista in Boston and almost didn’t get her shift covered the day she ran Olympic trials.
BUT Molly did get the shift covered and in her first-ever marathon placed second at the 2020 U.S. Marathon Olympic Trials.
Producer Romain 'Lettuce' Dompnier is Boombox's fastest runner. He did NOT place second at the U.S. Olympic trials

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