Michelob ULTRA x NBA JAM Boom Shaka Laka's
At the 2022 NBA All-Star Weekend during NBA’s 75th Anniversary, Michelob ULTRA transported fans back to 1993 by opening a Michelob ULTRA x NBA JAM themed beercade. Fans visited the beercade between games to experience superior enjoyment, exclusive programming and to purchase Michelob ULTRA x NBA JAM swag. Boom Shaka Laka!
A throwback to a nostalgic video game.
Michelob ULTRA wants fans to “Enjoy It Like It’s 1993!”
Storyline
Michelob ULTRA, the official beer sponsor of the NBA, wanted to capitalize on nostalgia to celebrate the NBA’s 75th anniversary during the 2022 NBA All-Star Game in Cleveland, Ohio. The brand partnered with the iconic arcade franchise NBA JAM, to not just create social content that garnered headlines, but to build an immersive experience on the ground for NBA fans.
160over90 transformed Harry Buffalo’s, a two-story locals bar across the street from the NBA All-Star Game, into an NBA JAM-only “beercade” called Boom Shaka Laka’s. Centered around a limited-edition NBA JAM x Michelob ULTRA beer can, Boom Shaka Laka’s included elements like custom-branded NBA JAM cabinets and visits from NBA Legends. The experience was a real-life manifestation of the campaign where every element came to life with stunning attention to detail.
- Entertainment
- Experiential
- Influence
- Public Relations
- Food & Beverage
- Sports
- US
Bottomline
We helped Michelob ULTRA stand out at one of the most over-saturated marketing events on the calendar and won a 2022 Ex Award for best sports activation.
448M
Media Impressions
23M
Video Views
28K
Social Media Mentions
240
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