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To help many Instagram-less dads see their children’s posts for Father’s Day, Michelob Ultra is turning these posts into real postcards and sending them in the mail.

After realizing there is a big gap between the 8.5 million #FathersDay posts and the 1.6 million dads who have Instagram accounts, Michelob Ultra set out to make sure these posts were seen. By using the tag #ULTRADad, Instagrammers were given the chance to have their appreciation post for their father turned into a postcard. These cards showed the post as seen by Instagram users and also came with a Drizly code that could be used to have Michelob Ultra delivered. The brand kicked off the campaign by partnering with “The Bachelorette” star Shawn Booth, who gave his dad one of these postcards.   

This campaign allowed Michelob Ultra to be very authentic and personal with fans while still pushing the beer itself through their partnership with Drizly. By tying the campaign into an already popular trend, posting on Instagram for Father’s Day, the brand is likely to get more consumer interaction.