Making Michelob ULTRA the biggest story at the FIFA Club World Cup

Michelob ULTRA wanted to use the FCWC to publicise their Superior Access programme. How could we give fans superior access to a tournament featuring the world’s biggest clubs and biggest stars? Enter Auckland City FC - an amateur team from New Zealand who also happen to be serial Oceania Champions League winners.

From the start we identified that Auckland would be a big talking point at the tournament, but we also thought they could be an amazing entry point for Superior Access. As an amateur team, they had space in their squad that could be filled… by one lucky fan.

We created the Superior Call Up. The opportunity of a lifetime for a fan to go to an elite football competition, as a real part of a team.

We got in touch with ACFC and persuaded them to get on board, secured front of shirt sponsorship for the tournament, negotiated the winner’s experience, teased the campaign with Sergio Aguero - sparking rumours around the world. We told the story of ACFC in a short form vertical video series to introduced the world to the team, got over 9000 video entries, picked our winner, sent him on his way, and gave him the greatest prize in football history.

Auckland City had 73% of the social conversation around the tournament at one point.

+35million campaign views

750k campaign engagements

99% positive sentiment

Michelob ULTRA most talked about brand at the tournament