Michelob Guy

When a photo of a fan sipping Ultra at a PGA event went viral, we leaned in fast. Within 48 hours, he became Michelob Guy — starring in a social spot, featured on merch, and flown to the tour’s next stop as the brand’s unexpected hero.

With no traditional production cycle, the moment exploded organically: 4.9M earned impressions, 35+ press stories, 250M PR reach and a surge of social engagement — all proving that spontaneity, when embraced with the right tone, can spark cultural wildfire.