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Category
Best of Experiential & Immersive
Annual ID
OS_EX21_001G
About the Work
Michelob ULTRA Courtside, born of a landmark partnership with the NBA and Microsoft, was an opportunity to put leading-edge branded content that broke the mold on traditional sponsorship on one of the biggest live stages in the world.
Michelob ULTRA fans could win virtual tickets to “sit” Courtside at 124 live-broadcasted games in the Orlando-based NBA Bubble. In live games and the NBA 2K20 video game alike, virtual fans became a branded backdrop and active participants central to the game narrative. An integrated campaign merged advertising and entertainment to give fans a groundbreaking, immersive experience:
Groundbreaking Sponsorship & Integration: Across 81.5 million hours of NBA coverage and 13 billion impressions, higher viewership and efficient creative executions delivered 120% of budgeted goal across broadcast integrations, TVCs and digital.
Digital & CRM Hub: All channels highlighted and linked fans to an on-bottle, scan-to-win Courtside ticket promotion. Over 535,000 unique fans visited the digital Courtside property, making it the most visited URL in the brand’s history and increasing the brand’s CRM database by 25%.
Earned & Influencer: Courtside dominated digital headlines and influencer feeds, linking directly to the Courtside digital property, across ESPN, Bleacher Report, Today.com, Jimmy Butler, Scottie Pippen and more. These efforts led to over 2.01 billion earned influencer and media impressions, delivering 197% of the brand’s target impressions.
Social Conversation: Michelob ULTRA became the #1 most talked-about brand, aside from NBA properties, with 202K social mentions (202% of the brand’s goal) during the NBA season, beating Nike.
Ultimately, Michelob ULTRA’s sales grew 32%, due to the on-bottle, scan-to-win ticket promotions and soaring cultural relevance across 124 live broadcasts. Courtside became the #1 sports industry topic, lifting in all major mental availability metrics for Michelob ULTRA, including consideration (+4.3%), reach (+31%) and share of voice (+6%).
Michelob ULTRA fans could win virtual tickets to “sit” Courtside at 124 live-broadcasted games in the Orlando-based NBA Bubble. In live games and the NBA 2K20 video game alike, virtual fans became a branded backdrop and active participants central to the game narrative. An integrated campaign merged advertising and entertainment to give fans a groundbreaking, immersive experience:
Groundbreaking Sponsorship & Integration: Across 81.5 million hours of NBA coverage and 13 billion impressions, higher viewership and efficient creative executions delivered 120% of budgeted goal across broadcast integrations, TVCs and digital.
Digital & CRM Hub: All channels highlighted and linked fans to an on-bottle, scan-to-win Courtside ticket promotion. Over 535,000 unique fans visited the digital Courtside property, making it the most visited URL in the brand’s history and increasing the brand’s CRM database by 25%.
Earned & Influencer: Courtside dominated digital headlines and influencer feeds, linking directly to the Courtside digital property, across ESPN, Bleacher Report, Today.com, Jimmy Butler, Scottie Pippen and more. These efforts led to over 2.01 billion earned influencer and media impressions, delivering 197% of the brand’s target impressions.
Social Conversation: Michelob ULTRA became the #1 most talked-about brand, aside from NBA properties, with 202K social mentions (202% of the brand’s goal) during the NBA season, beating Nike.
Ultimately, Michelob ULTRA’s sales grew 32%, due to the on-bottle, scan-to-win ticket promotions and soaring cultural relevance across 124 live broadcasts. Courtside became the #1 sports industry topic, lifting in all major mental availability metrics for Michelob ULTRA, including consideration (+4.3%), reach (+31%) and share of voice (+6%).
2021 Awards
Total Points: 90
Best of Discipline Pencil
Credits
Agency
FCB / New York
FCB Global / New York
Client / Brand
ABI, Michelob ULTRA
Music / Sound Production Company
SixtyFour Music
Wave Studios / New York
Associate Creative Director
Hernan Ibanez
Simon Dolsten
Matt Everts
Mytran Dang
Thomas Mori
Chief Creative Officer
Fred Levron
Chief Marketing Officer
Marcel Marcondes
Creative Director
Jay Marsen
Lex Beltrone
Editor
Alan Chimenti
Executive Creative Director
Samira Ansari
Strategy Director
Sam Joseph
Co-Chief Creative Officer
Gabriel Schmitt
Michael Aimette
Editorial Art Director
James McCarthy
Editorial CCO
Nathan Robinson
Editorial Creative Director
Brian Williams
Editorial Executive Producer
James Taylor
Editorial Executive Producer, Partner
Sarah Brooks
Executive Creative Director Art & Design
Sy-Jenq Cheng
Senior Content Creator
Adam Nelson
Sound Designer / Mixer
Chris Afzal
Conrad Sanguineti
Eric Thompson
SVP, Group Strategy Director
Ben Grossman
Account Director
Ashley Read
Account Executive
Joe Labuz
Brand Director
Joe Geoghegan
Brand Manager
Aamir Raj
Creative
Stu Mair
Director of Digital Marketing & Ecommerce
Miles Ritenour
Director, Marketing Communications
Jessica Thorpe
Director, Sports Marketing
Kerry Scalora
Editorial
School Editing
Editorial / VFX / CG
Ntropic
Editorial Head of Production
Stephanie Hornish
Editorial Producer
Natalia Wrobel
Steve Villeseche
EVP, Director of Integrated Production
Adam Isidore
Executive Integrated Producer
Chris Lenz
Executive Sound Producer
Vicky Ferraro
Executive Sound Producer, Partner
Mary Tomasiewicz
Head of CG
Dave White
Head of U.S. Sports Marketing
Matt Davis
Integrated Producer
Pim Leeuwenkamp
Offline Editor
Daniel Bochenski
Lauren Horn
Matt Kett
Pre-Vis Animator
Joshua Frankel
Production Artist
Rachel Power
Project Manager
Joanna Groom
Senior Broadcast Business Manager
Ellen Kuratnik
Senior Integrated Producer
Kendra Plantt
Senior Marketing Director
Marcela Garcia
Talita Andrade
Senior Media Manager
Andrew Gelbard
Sound Design / Mix
honeymix
SVP, Group Account Director
Megan Bundy
Talent Manager
Trish Gregor
Traffic Manager
Mary Beth Parton
VFX Artist
Ethan Chang
Jerome Knight
Miguel Diaz-Rivera
Vice President, Connections
Azania Andrews
Vice President, Marketing
Ricardo Marques
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