Michelob Ultra / “Own The Amp”

Michelob Ultra wanted to promote their new “Movement” campaign – centered around sustaining your daily rhythm with an Ultra in hand. They also wanted to leverage their partnership with Latin superstar Maluma and authentically connect to their LatinX audience.

Spotify developed a custom targeting solution, “Own The Amp” – owning the moment of transition as a user switches into a high-energy mood. For example, targeting users as they switch from chill to party, focus to dance, sleep to workout, etc. We created custom VO spots with Maluma, encouraging listeners to keep up their energy up and listen to Maluma’s curated playlist.

In parallel, Ultra sponsored Viva Latino during the launch week of Maluma’s new album, 11:11.

//Role: Lead Creative Strategist (Spotify), Client Management Support