MOVEMENT LIVE by Michelob ULTRA
Brand: Michelob ULTRA
Role: Southeast Experiential Manager, Anheuser-Busch
Timeline: May - July 2023
Overview
Supported the regional expansion of Michelob ULTRA’s MOVEMENT LIVE platform, an experiential concept blending high-energy fitness with live entertainment to reinforce the brand’s positioning around balance, movement, and social connection. Led local execution in Atlanta and supported rollout in Charlotte, translating a national campaign into culturally resonant, city-specific brand moments.
Strategy & Execution
Experiential & Brand Strategy: Extended Michelob ULTRA’s MOVEMENT LIVE platform into new markets with a focus on making fitness feel communal, accessible, and celebratory. The strategy reinforced ULTRA’s role as a brand that champions active lifestyles without sacrificing enjoyment or social connection.
Market Expansion & Localization: Led full execution of the Atlanta activation in partnership with the Atlanta Hawks at State Farm Arena, while supporting execution in Charlotte. Adapted national creative and programming to fit local audiences while maintaining brand integrity.
Partnership & Venue Leadership: Collaborated with the Atlanta Hawks organization, local Anheuser-Busch teams, and ULTRA’s national brand partners including Rumble, Brooks Running, and BYLT to deliver a cohesive, high-impact experience.
End-to-End Event Execution: Oversaw venue coordination, budget management, talent and instructor alignment, on-site programming, and operational logistics to ensure seamless delivery.
Integrated Experience Design: Delivered a Rumble workout on the arena floor followed by a DJ-led afterparty, immersive partner activations, and on-site product engagement designed to encourage both participation and social connection.
Impact
Welcomed 200+ attendees to a large-scale, high-energy fitness and social experience.
Drove strong on-site engagement across workouts, partner activations, and post-event social moments.
Generated organic social sharing and positive community response.
Successfully localized a national experiential platform without diluting brand positioning.
Why It Matters
MOVEMENT LIVE demonstrated how national brand platforms gain power when executed thoughtfully at the local level. By balancing scale with cultural relevance, the activation delivered a fitness-forward experience that felt welcoming, social, and distinctly Michelob ULTRA. It reinforced that experiential strategy isn’t just about reach; it’s about creating moments that people want to be part of and remember.