For Michelob ULTRA’s own GOATs. During the 2024 Copa America final, we gave internal guests superior access to a 3-day experience that let them Live Like Messi.
As the sponsor of the 2024 Copa America in Miami, Michelob ULTRA wanted to use the moment to incentivise and reward its internal audience of VIPs and stakeholders to celebrate the brand’s continued success in its sports sponsorships.
The objective was to give these stakeholders their own superior access to the Copa America: Michelob ULTRA’s consumer platform for people to feel ‘closer to the pitch’.
We wanted participants to feel immersed in the world of Lionel Messi himself and live like him for a weekend: the football maestro responsible for a huge boom in US soccer culture. In order to create and inspire a feeling of epic, superior access to an iconic sports tournament.
The concept: Live Like Messi – we wanted guests to step into the boots of the GOAT himself and be part of an epic experience of what it is to live like him from arrival to finale
The concept was elevated using the brand’s superior access platform: everything was about making guests feel like players prepping for the biggest matchday of their lives
No details were spared: even bringing his personal barber and Asado dishes from his favorite chef Augustin Mallman
With Miami hosting the Copa America final, we brought to life the Michelob ULTRA Hotel – a home away from home for the brand, its team and partners: with styling and programming completely dedicated to Messi himself.
For superior travel access: we created the Michelob ULTRA branded team bus, and Michelob ULTRA branded speedboats
For an exclusive superior access finale of dreams: a floating freestyle soccer pitch was created to host a match in the beautiful Miami bay
| Room | Time | Country | Organizing Company | Client | Category |
|---|---|---|---|---|---|
| Sala Petrassi / ROOM 1 | 10:10 am | Netherlands | WINK Creative Experiential Agency | AB InBev | Creative Installation |
