Michelob ULTRA: Lap of Legends

In April 2024, the “Lap of Legends” event revolutionized racing by featuring a real Formula 1 car competing against six holographic cars, each piloted by AI avatars of legendary drivers. This innovative spectacle was broadcast globally on BBC, AMC, and ROKU, reaching viewers in 31 countries and amassing over 4.5 billion impressions, which translated into more than $20 million in earned media. The one-hour TV special, which took two years to develop, not only honored the storied history of F1 but also projected its future through a fusion of real and augmented realities.

As a groundbreaking event, we transformed motorsport into a dazzling showcase of technology and entertainment, solidifying Michelob ULTRA’s role not merely as a beer brand but as a trailblazer in sports entertainment. The event embodied their brand platform, “It’s Only Worth It If You Enjoy It,” by offering a new perspective on ROI and captivating millions worldwide.