Context: Michelob Ultra, the official beer of the NBA, offers live experiences to fans through its Superior Access platform—always looking for new ways to bring them closer to the game.

Insight: The NBA’s real “10-day contract” doesn’t require the signee to be a professional player—just someone signed for 10 days or three games. 

Idea: Michelob Ultra used this loophole to make a fan part of a real NBA team. In partnership with the Atlanta Hawks and trainer Chris Brickley, one lucky guy, Matthew Hill, became the first fan ever to sign the Michelob Ultra 10-day contract—living, training, and celebrating like a pro for 10 unforgettable days.

Results:  _ 646MM PR impressions; _ 539K Digital impressions; _ 100% Positive brand sentiment.