Michelob Ultra

How to you deliver a personalized version of a Super Bowl spot to thousands of people?

Get ready for the most pure and refreshing #SuperBowl ever.

Tweet @MichelobULTRA using the #ExperiencePureGold and you could get an ASMR reply. 🔊 pic.twitter.com/VZnW2IwO51
— Michelob ULTRA (@MichelobULTRA) February 3, 2019

Michelob ULTRA’s ASMR Super Bowl spot was all about experiencing something relaxing. So, to take the relaxing experience to social, we recorded tweet responses in the ASMR style and in real time. Two copywriters (I collaborated with Taylor Kay Phillips) write replies int he Twitter war room as we watched the game, while two VO artists (directed by killer AD Summer Schneider) recorded them. We wrote, recorded, and sent over 50 live responses during the game. And even sent a special reply to Reese Witherspoon!