Michelob Ultra honors Formula 1 legends through Williams Racing collaboration

Article Brief:

According to a press release, Michelob Ultra has joined forces with Formula 1 team Williams Racing for an exclusive television special featuring a unique 16-lap race, pitting real-world racers against virtual competitors.

In the upcoming event titled "Laps of Legends," a professional driver will go head-to-head with virtual representations of past Williams Racing champions. The exciting one-hour broadcast is set to premier in the spring of 2024 on AMC, BBC America, and The Roku Channel.

Thanks to the cutting-edge technologies of artificial intelligence (AI) and augmented reality (AR), a virtual race of this magnitude has become a reality. Esteemed drivers such as Jenson Button, Jacques Villeneuve, and Mario Andretti will be among the thrilling lineup featured in this highly anticipated event.

Article Insight:

To enhance its sports appeal, Michelob Ultra is venturing into a unique race featuring renowned Formula 1 legends, made possible with the help of AI. The popularity of Formula 1 has experienced a significant surge in the United States, primarily due to streaming platforms. However, this growth has faced challenges due to an inconsistent racing season and controversial occurrences.

However, there are still possibilities for marketers, such as Michelob Ultra, to connect with passionate fans of financial institutions. This beer brand from Anheuser-Busch InBev has consistently used sports to attract consumers, resulting in tremendous commercial achievements. Michelob Ultra was the preferred choice for draft beer during the NFL's opening weekend.

In May 2022, Michelob Ultra introduced the world's first hybrid tennis match called "Laps of Legends." This innovative event enabled the marketer to bring together professional tennis players from the past and present, creating unprecedented matchups. The match featured John McEnroe playing against different versions of himself from various points in his illustrious career. The utilization of computer simulations and ball return machines made this activation possible. Ricardo Marques, the vice president of marketing for Michelob Ultra, stated that the brand is once again using technology to enhance storytelling and provide fans with a unique and enjoyable entertainment experience.

The TV special is a response to parent company AB InBev's effort to recover from the setback caused by the prolonged controversy surrounding Bud Light, its flagship product. In Q3, the brewing giant experienced a significant 13.5% decline in U.S. revenue. During an earnings call, CEO Michel Doukeris stressed the significance of Michelob Ultra in the company's overall global performance.