Campaign: Be Giving. Be ULTRA.
Company: Michelob ULTRA
Nonprofit Partner: World Bicycle Relief
Launch Date: November 29, 2011
[/box]Campaign Description:
Michelob ULTRA has teamed up with Lance Armstrong in a new cause marketing campaign to benefit World Bicycle Relief and provide bicycles for people living in sub Saharan Africa. Through the end of the year, Michelob Ultra will donate ten cents with every purchase of Michelob Ultra packs, as well as ten cents for every Facebook 'Like' up to $25,000.
Our Take:
Michelob Ultra markets itself as the beer for 'adventurous, active and fun' lifestyle, which we assume is where this cause campaign fits in. Lance Armstrong's celebrity should give this campaign decent reach, so we're a bit surprised at the low donation amounts per pack and Facebook 'Like'.
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Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
