Beer is known to reward runners at the finish line of a race. But can beer actually inspire runners to finish a marathon? In 2018, Michelob ULTRA put this question to the test at the New York City Marathon.
An out-of-home take over that included over 100 unique boards along the 26.2-mile race course to help over 52,000 runners count down to beer, a.k.a. the finish line.
And, of course, we rewarded all runners with cold Michelob ULTRA after the finish line. Proof that beer can inspire runners to start, and finish, a marathon.
And people noticed…
Cheers 🍻