Boozing and marathon-running go together like… wait, boozing and marathon-running DON’T go together. Unless you need a stiff whisky or seven to get round the London Marathon course dressed in that giant-inflatable-christmas-tree outfit you rashly promised to run in. But wait: Spotify’s latest brand partnership draws some other links between exercise and alcohol. It’s with Budweiser (via agency Dentsu Aegis) to promote its Michelob Ultra low-calory beer.

The campaign – ‘The Michelob Marathon’ – is actually quite interesting. Runners start by visiting a micro-site and creating a personalised playlist, telling Spotify how long they plan to run for (the maximum is four hours) and at what pace (Slow, Medium, Fast or Olympic, as well as their city). The tech twist: the campaign is using ‘dynamic autio’ technology: “Users will receive tailored messages from Michelob based on their location, time of day and weather.”

We’re not sure how well the personalisation is working, given the fact that the playlist created for Music Ally seems more suited for the bedroom than pavements or treadmills. That said, thanks to Spotify for nailing our attitude to exercise by including a track called ‘Grown Ass Man Child’. The campaign is kicking off in the UK and Mexico, before going global later this year.

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