Michelob begins Spotify promotion for runners
Beer company AB InBev has begun a promotion in Canada for its Michelob Ultra brand in collaboration with streaming music service Spotify. Called “The Michelob Playlist Maker,” the initiative is aimed primarily at runners. It invites a user to create a personalised Spotify playlist based on running distance, intensity and location. As the playlist streams, users will receive customized messages from Michelob based on their location, time of day and weather. According to the company, this is the first promotion of its kind in Canada. Similar promotions have been conducted in the UK and Mexico. The campaign was developed by Dentsu Aegis, Draftline and A Million Ads.
“Even though we can’t have Canadians together in person this year for the Ultra Night Run, we know that connecting people and creating communities is more important than ever,” said Natalie Lucas, director of marketing for Michelob Ultra. “Music is such an important part of fitness, and we’re thrilled to be able to provide another way to bring people together through custom Spotify playlists, enhancing their run with their favourite music.”