Michelob ULTRA, official sponsor of the 2017 TCS New York City Marathon, spent the three days leading up to the big race calling on all current and former New York City Marathon runners, as well as the friends and family that got them there, to help commission a work of art in the form of a social media mosaic. From November 3rd up until the New York City Marathon on November 5th, those that posted a picture on Twitter or Instagram using the hashtag #LiveULTRA could have their photo added to the Marathon Mosaic.
“It’s an interesting time where social media is influencing our physical experiences,” says Madison Pietrowski, Senior Brand Manager for Michelob ULTRA. “Pop up art exhibitions like Color Factory and the Ice Cream Museum are being built specifically for visitors to take pictures to post on social media. We wanted to flip the script and have the artwork itself be dictated by the social media posts.”
The Live ULTRA Mosaic comprised 3,800 Twitter and Instagram photos posted over the three-day period. It was constructed during the Marathon Expo at the Jacob Javits Center in New York City, before being moved to Landmark on the Park for Michelob ULTRA’s post-race party. The program reached 856,174 Twitter and Instagram users, earning the brand 1.6 million social media impressions.
The brand elevated the experience by posting live streams of the mosaic being constructed on their social channels as well as offering a physical poster of the mosaic to all who contributed to its creation.
“We wanted to ensure that everyone could enjoy the mosaic, from the runners at the Marathon Expo to the fans watching at home,” says Keith Bends, VP Marketing & Strategic Partnerships at Float Hybrid. The New York City Marathon is an iconic event that goes beyond running. The Live ULTRA mosaic is a celebration of the faces that make the event possible.”