Creative Director & Copywriter
Creative Director & Copywriter
To launch the only organic seltzer that’s nationally available, we asked social media’s greatest fakers (read: influencers) to get real with us.
There’s no fake flavoring in Michelob ULTRA Organic Seltzer, so to help their really real seltzer get organic buzz on social, we went analog.
Social Media Influencers are great at using their phone to take photos, read the news, and share things they love. We created a kit that let them do all their favorite activities IRL.
At the core of our Seltzer kit was The ULTRA Edition - real news from the world of ULTRA designed to enhance the seltzer drinking experience.
Featuring music & advice for some of seltzer’s greatest pastimes
Classic games with hidden fruit
And a real script they could use for a digital endorsement.
The kit also included post cards with codes for free seltzer that recipients could mail to fans, friends & followers along with a not-so-digital selfie.
Our influencers took the bait and spread the word in the only way they knew how, shameless self promotion.
Using Instagram Stories we further spread the reach of Seltzer, using our games, editorial and playlists to engage ULTRA fans.