The Challenge

We were hired to develop an influencer activation to celebrate the partnership between low alcohol beer Michelob Ultra and Hackney Moves, the UK’s largest outdoor fitness festival.

The challenge was to engage health and fitness influencers effectively, connecting them with the brand and its values while creating buzz and excitement around the partnership.

The Approach

We designed an experiential event hosted at Virgin Active Kensington and curated a guest list comprising a mix of macro and micro-influencers who resonated with Michelob Ultra and Virgin Sport's brand ethos.

The event's core activities centred around high-intensity interactive fitness challenges and competitions, including the popular Grid Games. This allowed the Influencers to create engaging and relevant content for their channels. Post-workout, a presentation was delivered, complemented by music, food, and lager.

The Results

The event successfully attracted a curated group of influencers who resonated with Michelob Ultra and Virgin Sport's target demographics. Over 100 posts were generated on Instagram showing the influencers actively participating in the fitness challenges and enjoying Michelob Ultra. The influencers' authentic engagement helped foster positive associations between Michelob Ultra and fitness, aligning the product with its target market.