It’s weird how much we know about upcoming Super Bowl commercials before the game even airs. Advertising industry websites tease them like they’re upcoming movies on their own.
Michelob Ultra is apparently going all out with some serious star power for its Big Game ad, featuring sports heroes like Alex Morgan, Brooks Kopek, Jimmy Butler and Serena Williams, and regular-person hero Steve Buscemi.
He’s waiting. Lanes open 02.13.22. Who do you think is the first to arrive? #ULTRABowl pic.twitter.com/eQSezNICsn
— Michelob ULTRA (@MichelobULTRA) February 1, 2022
The commercial itself is sort of incidental here. The real draw for us is that viewers will get a chance to snag some limited-edition Michelob-branded “Superior Bowl” merchandise, like a bomber jacket, socks, T-shirt, bowling shirts and more.
Since the commercial takes place in a bowling alley, all of the products are bowling-themed, like the socks that mimic ugly bowling shoes, and T-shirts that advertise the fictional Los Angeles bowling alley “where the players play when they’re not playing.” The merchandise collection goes live on game day, and fans can enter their information online to get notified when the items are available to buy.
Also, according to Elite Daily, if you call the phone number on the T-shirt, you can earn a “Michelob Ultra-based discount” on the merch, which brings the call to action that we so often see on social media to a physical object. Michelob has been active on social media, quizzing viewers about minute details in the ad, making sure we pay painstakingly close attention to Michelob’s commercial for the chance to win prizes.
There are also special QR codes on Michelob Ultras, where fans can play a virtual bowling game as Peyton Manning for the chance to win prizes.
All in all, this is an expansive (and definitely expensive) promotional campaign that uses celebrity endorsements, apparel, Super Bowl tie-ins, QR codes and social media to complete a cohesive effort. Super Bowl TV commercials now need to go beyond just the screen, like we saw with Avocados From Mexico’s Home Shopping Network spoof a couple of years ago or its multichannel campaign (complete with pop-up shop) this year.
Let’s keep going! Which type of Michelob ULTRA beer is @alexmorgan13 holding? Reply with the correct answer and #ULTRABOWL and #Sweepstakes for a chance to win a signed bowling ball from one of our stars!
— Michelob ULTRA (@MichelobULTRA) February 8, 2022
Making sure that we “pay close attention” to the ad for a chance to win branded merchandise is one way to make sure your viewers really internalize the message. And now, for reasons we can’t explain, we really want a Michelob Ultra.
