Spotify is partnering with AB InBev and Dentsu Aegis Network to create its first global dynamic audio campaign in support of low-calorie beer brand Michelob Ultra.
The Michelob Marathon seeks to capitalise on growing consumer appetite for healthy alternatives among those seeking to balance care of their bodies with an active social life.
To do so personalised content will be delivered to runners based on their location, local time and the weather before they begin their workout, with follow-up messages reinforcing this messaging during exercise and recovery.
Each ad invites Spotify Free users to visit the ‘Miles of Michelob Ultra’ microsite from where personalised Spotify playlists based on running distance, intensity and location.
Tim Deeks, marketing manager for Michelob Ultra, said: “We’re really excited to be the first brand to use this innovative technology on a global scale on Spotify. With Michelob Ultra, we want to inspire people to live an active lifestyle and the Michelob Marathon with Spotify is a great platform to do so.”
Jeff Rossi, global head of industry, CPG at Spotify, added: “Audio, unlike any other medium, is able to flex to the need states of listeners – whether that’s training for a marathon, meal prepping or listening to a 5K prep podcast during your morning commute. As an audio-first platform with personalization and streaming intelligence at our core, we were poised to deliver upon Michelob Ultra’s pursuit to drive personalization at scale through this campaign.”
The campaign will premier in the UK and Mexico in tandem with Spotify’s own ‘Spotify for the ride’ campaign before rolling out worldwide later in the year.
Source: The Drum
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