Michelob Ultra brewed up an initiative aimed at helping both gym owners and gym members during the coronavirus pandemic.
The low-calorie beer brand will tap its Movement By Michelob Ultra Live virtual workout series every Thursday at 6 p.m. ET on Facebook, Instagram and YouTube.
The workouts are being led by top trainers and private gym owners from across the U.S. who are being impacted by Covid-19, and a virtual tip jar will enable viewers to donate to those workout leaders.
Michelob Ultra and partner Optimum Nutrition will match up to $7,500 in donations every week.
Mosaic North America was the agency behind the pivot of in-person Movement events to Movement By Michelob Ultra Live.
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WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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