To drum up excitement for their ULTRA Fit Fest, Michelob Ultra hosted an outdoor activation, Power by the People, in Los Angeles where fans could workout in exchange for happy hour.
Four unique workout stations, each branded by a workout personality, were tied to sensors that tracked the athletes’ movement and pace. Teams worked together to exert enough energy to fill up virtual glasses with beer. Once all four glasses were filled, participants enjoyed a happy hour with real beer from the brand.
The interesting pairing, of beer and exercise, is the brand’s attempt at shifting focus to their newest release, Michelob Ultra Pure Gold, a “healthier” beverage made from organic grains and containing fewer calories and carbs. The brand is further solidifying their position in the fitness industry with the Ultra Fit Fest in Arizona where fans can train with their favorite influencers then enjoy a cold beer for recovery.