Dreamcaster

About the Work Michelob ULTRA is a low-calorie beer that believes in joy as an essential component of an active lifestyle. You should be able to be physically active AND enjoy a beer afterwards. In other words, It’s Only Worth It If You Enjoy It. So to continue growing Michelob ULTRA’s sales and market share, we injected “It’s Only Worth It If You Enjoy It” with a burst of cultural relevance and increased earned conversation. As the Official Beer of the NBA, we focused on a problem: Over 250 million people globally can’t enjoy basketball, simply because they’re blind or visually impaired. Such a pressing issue demanded a groundbreaking solution. So we harnessed the tech-forward spirit that fueled past activations like McEnroe vs McEnroe and NBA Courtside to once again do the unthinkable. We developed our own proprietary technology using touch, haptics, and sound to translate the millions of data points during a live NBA game into an immersive, easy-to-follow real-time experience. And we partnered with Cameron Black, a blind sports journalist, to bring that technology to life during a pivotal moment in basketball culture: the NBA Playoffs. On April 21, 2023, Cameron became the first blind sportscaster to call and commentate an NBA game live, on TV. Cameron’s historic broadcast notched the second-highest TV ratings of any program in its market that day, captivating 10.4 million viewers, in addition to the 21,000 fans live, at Madison Square Garden. But the impact for Michelob ULTRA goes well beyond a branded broadcast activation. Within days of Dreamcaster going live, organic search volume for Michelob ULTRA jumped 55% and social conversation about Michelob ULTRA increased by 44%. Now Michelob ULTRA is bringing the technology created for Dreamcaster to every NBA arena, proving that It’s Only Worth It If We All Enjoy It.