Signage Powered by Athletic Hustle at Michelob ULTRA Workout Event


Michelob ULTRA, the beer that associates itself in ad campaigns with gym rats that reach for low-carb malt refreshment instead of water after toweling off from a hard workout, recently doubled down on its fitness-based image with an outdoor event involving digital signage on the infamous LA Live screens manufactured by Sansi North America (SNA) in downtown Los Angeles. The event featured four branded workout stations (Vixen, Cyc, Curtis Williams Train Camp, Training Mate), and thanks to technological implementation, participants were able to power the LA Live screen’s signage based on their level of hustle.

Between cameras and sensor technology from Float Hybrid, the San Francisco-based digital agency focused on interactive media experiences, the intensity and velocity of movement for each participant was tracked and translated into display information…hence the theme of being “Powered by the People.”

Although there were four teams, each corresponding to one of the aforementioned workout stations, there was the collective objective of filling up the four digital glasses on the screen with virtual Michelob ULTRA to “unlock” a happy hour during which the actual frothy golden beverage would start flowing from all directions. Add in the cheering onlookers, and participants had plenty of incentive to break a sweat. Check out the video below for a closer look:

“It was an applause meter on steroids,” said Float Hybrid’s VP of Marketing and Partnerships Keith Bendes. “We leveraged technology to track the velocity of movement, whether dancing, pedaling, jumping, or doing burpees. It’s a highly unique experience that only a select few were able to be a part of.” 

Like some of the more recent VR AND AR installations that have abandoned headsets in favor of groups experiencing whole settings simultaneously, especially in museums, this is a great example of an installation providing a unique and shared experience through a kind of digital gamification.

The “Powered by the People” activation was an event to drive awareness for the beer brand’s new festival, ULTRA Fit Fest, which is a desert getaway for athletic attendees to train with fitness gurus that takes place in Scottsdale later this month.



About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa,, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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