Michelob ULTRA believes that whether you’re chasing your dreams in sports or just watching with friends, it’s only worth it if you enjoy it.
So we were blown away when we met Cameron Black. He was born completely blind, but it didn’t stop him from having big dreams of becoming a sports broadcaster.
On April 21, 2023, Michelob ULTRA made his dream a reality. We worked with Cameron over the course of a year to develop a groundbreaking, multisensorial technology that allowed him to fully experience and commentate a game, live on TV. Through data and A.I., he was able to understand and feel every gameplay moment and every movement. And he got to share his views with millions of sports fans, joining the live broadcast of the Knicks vs. Cavaliers playoff game on MSG networks.
Our partnership with Cameron during the NBA Playoffs was only the beginning of a larger commitment to accessibility.
In October, Michelob ULTRA will make this technology available to everyone, with a free in-game experience that uses sound, haptics, and spatial audio, specially designed for the visually impaired. Our mission will extend beyond basketball to the worlds of soccer, football, and baseball.
Even before we make our accessibility tech widely available, DreamCaster looks set to become Michelob ULTRA’s next cultural juggernaut.
Cameron’s historic broadcast notched the second-highest TV ratings of any program in its market that day, immediately captivating 10.4 million viewers.
And his commentary echoed throughout the most iconic arena in the world: Madison Square Garden. 21,000 fans and passersby outside witnessed sports history being made.
But the impact for Michelob ULTRA goes well beyond a local gameday broadcast activation.
Within days of going live, organic search volume for Michelob ULTRA jumped 55% and social conversation about Michelob ULTRA increased by 44%.
This initial barrage of excitement, both local and national, sets the stage for Michelob ULTRA’s long-term commitment to championing accessibility in sports culture.
We’ve proved (and will continue to prove) that it’s only worth it if we ALL enjoy it.