play to get in
The Club World Cup is a gathering of the elite, where players from the biggest clubs compete for fame and glory on the biggest stage.
For the 2025 tournament, Michelob ULTRA wanted to give fans the chance to compete for something just as big. So we created the first-ever soccer social club you had to play to get into.
Just like the pros, fans had to earn their way in by taking a shot on our goalie bouncer. And it wasn’t just anyone in net, it was legendary goalkeeper Memo Ochoa himself.
THE PLAYER TREATMENT
Once inside the club, fans unlocked access to everything a player gets. Live match commentary from Men in Blazers, custom kits from Classic Football Shirts, exclusive afterparties and the chance to mingle with legends like Clint Dempsey and Sabrina Ionescu.
GOT THAT GOAT IN YOU?
In partnership with Active Theory, we designed an interactive game that challenged fans to mimic Messi’s iconic moves. It was just like a game of HORSE, but for soccer. Those who completed all four moves successfully earned G.O.A.T. status which came with special privileges across the club.
The experience lived in a large box unit that was equipped with a webcam and motion tracking technology. All fans had to do was wave hi to Messi, which triggered the experience to start. After the game was over, they received a video featuring their best moves to share on social.
23.5K fans across 6 days
43M+ social impressions
10K+ ULTRAs consumed