Michelob Ultra Pure Gold kicked off its “Board Your Gear” initiative, aimed at easing the pain of oversized baggage fees for adventurers and athletes who want to travel with their own gear.
Board Your Gear is a 360-degree marketing campaign encompassing experiential popups in key airports, out-of-home, social and YouTube videos on biking, hiking and surfing.
For the social component, people can post photos of themselves using their outdoor gear on Instagram and Twitter, using the hashtags #BoardYourGear and #Sweepstakes and tagging @MichelobULTRA, for the chance to have the beer brand cover their oversized baggage fees this summer.
Michelob Ultra Pure Gold offered as examples:
- Golfers still seeking their first ace who don’t want to sweat the costs of their heavy golf clubs.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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