As people seek creative ways to stay active and safely engage with family and friends in our new virtual world, streaming audio continues to own the moment. Audio is primed for this moment, providing marketers with a flexible and easy-to-use creative storytelling channel.
Today, Spotify x announce the launch of The Michelob Playlist Maker on Spotify in Canada, the platform’s first dynamic ad campaign in the market. Built in partnership with AB InBev, Dentsu Aegis, Draftline and A Million Ads, the campaign promotes Michelob ULTRA, the brand’s 90cal beer that fitness enthusiasts can’t get enough of. The campaign follows the success of the campaign in the U.K. and Mexico.
We designed the The Michelob Playlist Maker to motivate and celebrate Canadian runners as they lace up, while they hit the pavement or treadmill and during moments of recovery. The playlist maker invites users to build a personalized Spotify playlist based on running distance, intensity and location (so we know if it’s rain or shine) — to power their next run.
And get this: as listeners stream the playlist, they’ll receive tailored messages from Michelob based on their location, time of day and weather.
“Even though we can’t have Canadians together in person this year for the Ultra Night Run, we know that connecting people and creating communities is more important than ever,” said Natalie Lucas, Director of Marketing, Michelob Ultra. “Music is such an important part of fitness, and we’re thrilled to be able to provide another way to bring people together through custom Spotify playlists, enhancing their run with their favourite music.”
Through the microsite, users can also access Top Running Songs in Canada and sign up to participate in the virtual Ultra Night Run taking place this October. The one-of-a-kind 5K and 10K will be held virtually with Michelob ULTRA and partners helping runners light the night across Canada. Whether on the streets or a treadmill, runners will receive a race kit that includes everything they need to stay bright as they take on the night.
“At Spotify, we’re reimaging how advertisers connect with their audiences through streaming audio. We’re only at the beginning of tapping the creativity potential of audio and believe it’s perfectly primed for this moment in time,” said Ivan Pehar, Head of Canada Ad Sales at Spotify. “As our first dynamic audio ad campaign in Canada, we’re excited to launch with Michelob ULTRA to give seasoned and novice runners alike a personalized and fun way to stay active and connected to their communities.”