Michelob Ultra
PAC NORTHWEST PROMOTION AND ACTIVATION
Michelob Ultra wanted to engage PNW Outdoor Enthusiasts throughout the summer. They needed to authentically speak to the active/outdoor community and BE where they are.
In the PNW, that means on mountain tops. To reach this audience we created a summer sweepstakes centered around their hiking lifestyle and on brand for Michelob Ultra,
The goal was to incentivize hikers to go above and beyond this summer, achieving the “Summit Six Pack”- All 6 summits with varying degrees of difficulty, culminating in Mailbox peak, a very challenging and well known hike.
Through social channels, the community was incentivized to hike all 6 summits, use the hashtag and enter to win the ultimate hike experience - A guided trip to the top of Mt. Rainier.
Along the way there were surprises atop peaks, brand teams hiking, and swag galore.
