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As part of the brand’s recent workout-related marketing efforts, Michelob Ultra has launched a Facebook chat bot that invites fans to sign up for weekly “influencer-led” workouts through the Messenger app.  

Targeted toward Millennial consumers, these sessions are designed to help fans fit regular workouts into their busy schedules. This is the brand’s second fitness-related tech push, following a series of workouts offered through Amazon’s Alexa in March.

As younger consumers are spending more and more time on messaging apps, many marketers are altering their digital strategies to directly engage fans on these platforms. While a push toward fitness might seem a little strange for an alcohol brand, the fusion of bot technology and popular influencers could be an effective effort for Michelob Ultra.