OBJECTIVE:  Improve the brand position of Michelob Golden Life in Minnesota by associating it with snowmobiling, which is a popular winter activity in Minnesota.  Anheuser Busch was also sponsoring Snocross races in Minnesota and North Dakota.

STRATEGY AND CONCEPT:   We created an interactive snow conditions map.  Users could rollover the ad and see the snow conditions for trails around the state.   In addition to targeting an audience targeted campaign, we anchored the ad in StarTribune.com’s Outdoors section.

We wanted to present real time snow conditions.  To do so, we worked with the Minnesota DNR.  We built a script that fetched the data and rendered it in the ad.

To tie the Snocross to the ad, we created a promotional panel in the map.  User could access it and toggle through upcoming events.

RESULTS:  We recorded high interaction rates and time spent with the ad.  Anheuser Busch renewed it for 2 additional seasons. 

ROLE:  Concept, Creative Direction, Copywriting