Michelob Marathon

Michelob Ultra is a global beer brand synonymous with living well. As part of their global launch campaign, Michelob Ultra sought to utilize Spotify’s streaming intelligence and audience reach to target runners across the United Kingdom and Mexico. As a Spotify Global Preferred Production Partner, Hydric was enlisted to bring this collaboration to life.

To create several engaging web-based experiences to help drive the Michelob Global Launch. The first, designed for all markets, allowed users to generate unique and customizable running playlists by leveraging the Spotify API. For the UK alone, a site that allowed users to redeem recorded runs to earn rewards.

An end-to-end web experience where users generate running playlists tailored to their Spotify listening history, running pace and duration, and local weather conditions. Localized versions of the site were also developed to ensure adherence to local alcohol advertising laws and to support separate but simultaneous ad campaigns.

Following the success of the site for Michelob in the UK and Mexico, Hydric were once again engaged to bring the site to the Canadian market. Launching in August 2020, this involved a visual refresh, updated data and language support for both English and French-speaking running enthusiasts.