Solution
We targeted 10 million runners on Spotify in our two markets with tailored messages to motivate them for a run and a personalised playlist according to our understanding of their running music preferences. To make the connection as relevant as possible, we created more than 40,000 different personalised messages using dynamic elements about their location, weather, time of day and if runners were pre, during or post their runs.
Those who uploaded screenshots of their run could earn rewards such as free beers and a place in one of our sponsored races. We then retargeted runners later in the evening during drinking and social occasions, urging them to “have it all” by celebrating with a Michelob Ultra.
The effort paid off as we reached 71% of runners on Spotify and delivered 9 million impressions. Runners created an average of 1,800 new playlists each day over the three-month campaign. Beyond these immediate results, we gained valuable data and insight into this running community, allowing Michelob Ultra to build a proprietary sound DNA of millions of runners that will help strengthen the brand message in the long run.
