Golf is going through a cultural shift, it’s becoming more popular, accessible, and diverse than ever before. The Netflix docuseries, Full Swing, gives fans unprecedented access to the biggest names in golf as they navigate life both on and off the course on the PGA Tour.

Michelob ULTRA similarly recognized this cultural shift and dedicated their 2023 brand campaign to the sport, making this partnership a hole-in-one.

We came together with a 360 campaign launched on the biggest media stage available, the Super Bowl. Our :30 spot starred athletes Rickie Fowler, Tony Romo, and Alex Morgan, who gathered on the green for a sneak peek of the series. In a first ever activation, a QR code at the end of the spot and on ULTRA cans drove viewers to an early 24-hour unlock of the first episode, days ahead of the series’ release on Netflix.