Finding Serenity at SXSW With Michelob Ultra’s Sunset Meditation Event

The beer brand's first activation for the festival brought a much-needed calm

Headshot of Sammy Nickalls

SXSW may be one of the most frantic, boisterous festivals out there—and that’s exactly why Michelob Ultra challenged itself to create a moment of peace and tranquility for thousands of attendees in its very first SXSW activation.

In its first Super Bowl spot, Michelob Ultra featured Zoë Kravitz and the quiet yet deliberate use of ASMR. On Sunday evening, the brew brand continued its theme of calm by partnering with The Big Quiet for a sunset meditation. Approximately 2,000 attendees faced the Austin skyline, humming with eyes closed as The Big Quiet implored them to mentally send their love to the universe and each other. After several minutes of sitting in complete silence, musician Miguel performed before the brand started cracking open beers to hand out to (hopefully enlightened) attendees.

Adweek departments editor Sammy Nickalls and video producers Josh Rios and Dianna McDougall spoke with Ronnie Yoked, director of experiential for Michelob Ultra, to discuss the importance of experiential and why you’ll see more of it from the AB InBev brand.

“It’s about living a life that’s balanced,” said Yoked.


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@sammynickalls sammy.nickalls@adweek.com Sammy Nickalls is a freelance writer and the former departments editor at Adweek.