Michelob ULTRA: McEnroe vs McEnroe

Broadcasted in 52 countries, generating over $20 million in earned media and surpassing 3 billion impressions—‘McEnroe vs McEnroe’ marked the first-ever Real vs Virtual Tennis Match. This pioneering event transcended traditional boundaries, becoming a global entertainment spectacle, a content innovation never seen before.

Uniquely, this project saw ESPN investing in the event rather than receiving payment, highlighting a bold shift in media partnerships. This strategic move resulted in massive media exposure and introduced a new paradigm in thinking about ROI.

This strategic move resulted in massive media exposure, reaching 10 million viewers and achieving a 99% positive social sentiment. Additionally, Michelob ULTRA’s organic search increased by 95%, all while embodying and sharing the brand’s core message with millions globally: ‘It’s Only Worth It If You Enjoy It.’

Broadcast across a custom-built tennis court, the event leveraged advanced technologies including motion capture, AI learning, and Unreal Engine, orchestrated through high-resolution mist projection screen and four industrial robotic return system, called McEnrobots.