With so much to do and see, South by Southwest can be a frenzied festival. So Michelob Ultra wants to help attendees who may be experiencing sensory overload. The beer brand is hosting a sunset meditation, in partnership with mass-meditation movement the Big Quiet, on Sunday, March 10.
Michelob Ultra says the event, part of an activation it’s calling “Pure Golden Hour,” is the “first-ever sunset mass meditation.” Afterward, musical acts Miguel, Bishop Briggs and Cautious Clay will perform. Experiential agency Mosaic is behind the activation, which the brand hopes will soothe people while also introducing them to its organic brew, Michelob Ultra Pure Gold.
“[The] experience really encourages people to take a break from their busy schedules and find time to reconnect through meditation, music and, of course, some organic beer,” said Azania Andrews, vp of marketing for Michelob Ultra. “From an awareness standpoint, SXSW was also the perfect place to reach consumers who prioritize living an active, organic-minded lifestyle with our product.”
Michelob Ultra introduced Pure Gold last February. Most recently, the brand used the Super Bowl to help drive awareness with a 45-second spot featuring actress Zoe Kravitz whispering in an attempt to trigger ASMR (autonomous sensory meridian response) for viewers. Michelob Ultra is taking a sensory-focused approach to its marketing, and the SXSW experience is part of that.
“We believe that meaningful experiences are critical to capturing consumer attention,” said Andrews. “With all the choices that people have, it’s not enough to just tell them about a great new beer—we need to find compelling ways for them to experience it. With Pure Gold, we plan to provide consumers opportunities to reconnect with themselves and nature leveraging their senses.”
The “Pure Golden Hour” will take place at the Long Center for the Performing Arts in Austin. Doors will open at 5 p.m.