Every Thursday at 6:00 pm, you could work out virtually with trainers like Gideon Akande of Shadowbox, or celebrity fitness gurus like Ron Everline. If you wanted something more serene, you could do a Yoga session with Jo Murdock of Y7 Studio.
Available on platforms like YouTube, each of these fitness professionals were part of a community that had to shutter operations on account of COVID-19. The program (dubbed MOVEMENT) gave each a platform to connect, along with a virtual tip jar that was matched up to $7,500 a week. On certain weeks, some sessions saw over a million people join.
To the surprise of some, MOVEMENT was put on by Michelob ULTRA, which many of us know as the light beer with only 95 calories. As its global parent company Anheuser-Busch InBev (AB InBev) worked on the ground, shifting production capabilities to make hand sanitizer, or turning stadiums into blood drive facilities, the Michelob ULTRA team was feeding into a broader effort to activate digital.