MOVEMENT LIVE by Michelob Ultra
Brand Storytelling, Marketing Strategy & Experiential Strategy
July 2023
The Challenge
Michelob ULTRA had recently launched MOVEMENT LIVE - an experiential platform blending high-energy workouts with live entertainment - and was ready to take the concept beyond flagship markets.
The goal? To strengthen the brand’s association with active lifestyles and accessible fun by creating localized, high-impact moments that made fitness feel communal, exciting, and celebratory.
The brand wasn’t just promoting beer - it was promoting balance. And it needed a strategy to make that positioning resonate in new cities.
Audience Focus
We were targeting fitness-minded consumers who value both health and happiness - people who hit a boutique workout in the morning and meet friends for beers by evening. The tone needed to feel energized and inclusive, with a vibe that reflected movement, music, and good vibes, without the intimidation that sometimes comes with fitness culture.
My Role & Strategic Approach
As Southeast Experiential Manager for Anheuser-Busch, I supported the execution of MOVEMENT LIVE in Charlotte and led the full activation in Atlanta, hosting the event in partnership with the Atlanta Hawks at State Farm Arena.
Working cross-functionally with the local Anheuser-Busch team, the Hawks organization, and ULTRA’s national brand partners (like Rumble, Brooks Running, Bylt, and more), I curated a regional extension of the national campaign that delivered a full-scale brand experience.
The event featured a Rumble workout on the arena floor, followed by a DJ-led afterparty, ice-cold Michelob ULTRAs, and immersive activations from our national partners - all executed with intention, precision, and brand alignment.
Solutions in Action
Scaled Michelob ULTRA’s national MOVEMENT LIVE platform to the Atlanta market
Led end-to-end execution of the local event, including venue coordination, talent management, and budget oversight
Brought national brand partnerships to life through curated, interactive experiences
Managed on-site programming, influencer involvement, and post-event brand engagement touchpoints
Maintained brand integrity while localizing creative for a new regional audience
Results & Resonance
The event welcomed 200+ attendees, each taking part in a dynamic, sweat-filled group workout followed by a celebratory social hour. The mix of music, movement, and meaningful brand engagement left guests energized and inspired.
The local community response was overwhelmingly positive - attendees not only participated in the workout, but stuck around to explore the brand partners’ activations, connect with one another, and share their experiences on social.
Why It Matters
This program proved that big-brand moments can be just as powerful - if not more so - when brought to life at the local level. By taking a national campaign and making it feel personal, immersive, and city-specific, we were able to create a memory that went beyond a workout or a product sample - it became a story.
That’s what I love most about experiential strategy: it’s not just about scale, it’s about resonance.