Michelob ULTRA is the official beer sponsor of the NBA, which goes far beyond our logo on a court. Throughout the season, we showcase key moments from the NBA Cup, All-Star Weekend, and the NBA Playoffs. This year was special, as our local favorite the NY Knicks was primed to make it to the Finals. However, as a sponsor, we are unable to show preference for any one team. As a Knicks fan, this was a challenge I was ready to face.

As a Senior Designer for Michelob ULTRA, I worked with a team of creatives to develop real-time social graphics, OOH, earned ideas, TV commercial storyboards, and giveaways to highlight our sponsorship while feeling relevant to basketball fans.

Our work for the year resulted in the following metrics for Michelob ULTRA’s social channels:

• Total Impressions: 3.2M Impressions +129% year over year (YoY).

• Total Engagements: 65.3K Engagements +235% YoY

  • Engagement Rate improved by 48% YoY

• YoY Summary: 2.4x more posts driving 3.4x more engagements and 2.3x more views

In addition to social, I created billboards that had placements in Times Square and around MSG during the NBA Finals, a historic year for the NBA, since it was the most-watched NBA postseason since 1998.