AB InBev has released a ‘Shade Tracker’ app for consumers, fronted by its Michelob Ultra brand.
The launch provides runners with routes that avoid direct sunlight and can be used on Garmin and other running apps. The beer brand is also offering 35 athletes the chance to win “a coveted bib to join ‘Team Ultra’” at this year’s New York City Marathon on 2 November.
“We know that today’s runners are as intentional and strategic about their running patterns as they have ever been,” said Michelob Ultra’s senior VP of marketing, Ricardo Marques. “So, we created the Shade Tracker app as our way of helping runners outsmart the sun, train more efficiently and celebrate every mile – because we believe a great run is only as good as the beer waiting for you at the finish line.”
Back in January, AB InBev unveiled its Michelob Ultra advert for the Super Bowl, featuring actors Willem Dafoe and Catherine O’Hara.
