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Tinker Hatfield ‘Not For Sale’

 

Collabing with sneaker legend Tinker Hatfield to release a beer like the year’s hottest sneaker drop.

We subverted sneaker culture at every turn — delighting fans from announcement to release.

 

We announced our collab with a barrage of exclusive Tinker Hatfield interviews.

  • We hosted Tinker Hatfield’s first-ever Reddit AMA to talk about the collab and his other work. His answers took the internet by storm.

  • We subverted the collab ‘countdown’ cliche by using the game-clock as our countdown clock. Our collab released the moment the final buzzer sounded.

  • Instead of first-come-first-serve which favors bots, we turned our drop into a random selection, driving more people to participate and pushing our campaign to trend on Twitter after the final game.

  • Now that the world could get their hands on the bottle, we had one of the worlds biggest sneaker influencers unbox our collab live.

  • Then, at the championship parade, we celebrated the winning city with free beer along the parade route, denoted by a ‘Tinker Tap’ handle in the bars.

 
 
 

Michelob ULTRA x Tinker Hatfield ‘Not For Sale’

Live Unboxing with Jacques Slade

 
 
 
 
 
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