Case Study: Michelob ULTRA drives 1B+ impressions with Sparks' Miami Art Week activation

Michelob ULTRA drives over 1B impressions with Sparks

The customer Michelob ULTRA partnered with the vendor Sparks to create a major activation during Miami Art Week. The challenge was to develop a highly sought-after event to celebrate the brand's NBA partnership and launch its newly designed team cans.

Sparks managed the entire event, which included creating an LED basketball court, all screen content, and a custom interactive game. The vendor also handled all technical production, graphics, staffing, and talent management for musicians and NBA figures. This comprehensive solution by Sparks was exceptionally successful, resulting in the event garnering over 1 billion impressions.

Michelob ULTRA