To demonstrate Michelob Ultra Organic Seltzers main point of difference -

that it’s REAL - real fruit flavors, naturally sweetened, nothing artificial - they

focused on the only possible element of society that could be upset by

something not being more artificial - Artificial intelligence itself.

In a world where it’s sometimes difficult to tell the difference between what’s real and fake, Michelob ULTRAOrganic Seltzer wants to encourage people to get a taste of realness by picking up the newly introduced Classic Collection variety pack made with real, organic fruit juice. Michelob ULTRA Organic Seltzer is as real as it gets. With zero carbs, zero added sugar, no artificial aftertaste and a USDA Organic certification, this hard seltzer may offend a certain type of... robot.

The Artificial Intelligence community caught wind of ULTRA touting that its new Organic Seltzers are anti-artificial and aren’t too thrilled. In a new anti-artificial campaign that plays into the juxtaposition of real vs. fake, Michelob ULTRA Organic Seltzer finds itself in the middle of a battle with the community that represent everything it ’s not.

Phase 1 - Michelob ULTRA introduced their Classic Organic Seltzer collection announcing that it was made with real fruit juice and featured new flavors.

Phase 2 - Subtly imbed ULTRA's anti-artificial messaging, baiting AI to take offense.

Phase 3 - Followers could literally watch the takeover unfold, with AI slowly gaining more and more control over Michelob ULTRA's social media channels. It started out with easter eggs buried within posts - minor glitches in visuals and irregular characters or words in text posts, causing followers to question what they just saw or assume there must have been an error. The irregularities will become more and more obvious, and it’ll become apparent that the ULTRA social channels has been

compromised.

Phase 4 - Full takeover, Michelob ULTRA's bio, profile picture and headers reflected all AI takeover. Full take over was was for 3x days. The Robots announced their presence by flaunting the attack on Michelob ULTRA's social media channels.

AI "hacked" into Michelob ULTRA's twitter feed to pose the question of whether or not real is better. AI asked everyone to pledge allegiance to a side real or artificial - and in exchange people could win AI's favorite form of currency: Bitcoin.

Phase 5 - Michelob ULTRA "regained control" by restoring their standard branding/social media presence.

KPIs:

84k social mentions (more conversation generated than MUL Seltzer’s SB spot)

35 million video views

183 million total impressions