PERSONALISED AUDIO: MICHELOB
Michelob partnered with Spotify to build a custom,
experience for runners.
To make the experience as personalised as possible,
content was delivered to runners based on their location,
local time and weather with the follow-up messages
during exercise and recovery.
Each ad then invited Spotify free users to visit the ‘Miles
of Michelob Ultra’ microsite where they can listen to their
personalised Spotify playlist based on the running
distance, intensity and location.
On finishing the playlist, listeners were invited to post
their run on the Michelob Ultra Marathon site to receive