When the fans disappeared, we brought them back—virtually.
As COVID-19 shut down live sports, fans were locked out, athletes lost their energy source, and beer sales plummeted. Michelob ULTRA had just signed on as the NBA’s official beer sponsor. Instead of canceling, we turned crisis into innovation—and redefined the live sports experience.
Introducing Michelob ULTRA Courtside.
In partnership with Microsoft and the NBA, we built a first-of-its-kind platform that digitally transported fans into the NBA Bubble—live, in real time, from home.
Powered by Microsoft’s AI-driven Together Mode, Courtside used 17-foot LED screens, real-time data transfer, 120 spatial mics, and a rail cam to close the distance between players and fans. To sit Courtside, fans scanned their ULTRA bottles to win a virtual seat alongside the likes of Lil Wayne, Shaq, or even President Obama.
It was more than a viewing experience. It was interactive, immersive joy—in a moment the world desperately needed it.
The Results:
13B+ earned impressions
81.5M hours of NBA coverage
+32% sales growth (with flat distribution)
+4.3% lift in brand consideration—the highest of any beer
Most visited URL in brand history
#1 topic in the sports industry during the 2020 season
Courtside didn’t just preserve a sponsorship. It made Michelob ULTRA culturally indispensable.