Michelob Ultra, Instacart support Super Bowl push with shoppable TV ads

by Lindsey Francy Feb 2, 2023 News
Michelob Ultra, Instacart support Super Bowl push with shoppable TV ads
  • Instacart and Michelob Ultra partnered to create shoppable TV commercials that coincide with the Anheuser-Busch InBev brand’s Super Bowl LVII advertising, according to a company blog post.
  • AB InBev’s first shoppable TV ads include QR codes that viewers can scan to be directed to Michelob Ultra’s page on Instacart, which will also suggest snack pairings from Frito-Lay. The commercials aired during the NFL playoffs and doubled as teasers for Michelob’s gameday ads.
  • The tie-up also features shoppable media on Instacart’s app, push notifications and social content. The partnership is the first under Instacart’s new consumer packaged goods (CPG) co-marketing capabilities and points to ongoing interest in QR codes in TV ads.

As part of a first-of-its-kind partnership between the two brands, both Instacart andMichelob Ultra are betting on the big game using a new form of barcode called the Quick Response Code. Scannable technology has received mixed reviews but the tech-oriented ads could signal an oncoming wave of popularity.

Meant to encourage consumers to stock up on Michelob ahead of the Super Bowl, the ads pull inspiration from the movie "Caddyshack" The beer brand has two game day spots. At the end of each commercial there is a link to the golf packs.

The big game is part of a larger effort byMichelob Ultra that includes 60-second and 30-second ads and a partnership withNetflix. The star- studded commercials, which will see additional cameos from tennis legend Serena Williams and actor Brian Cox, include additional shoppable elements aside from Instacart that allow consumers to browse select clothing items worn in the ad.

This year, there are many brands that are using QR codes for their big game appearances. Limit Break is making its Super Bowl debut with a spot that will give away a free non-fungible token to viewers. There was a 60-second commercial in the game in which the technology was used. NBCUniversal integrated the technology into an entire season of a dating show called "Love Island USA", which was a long-term presence outside of the event.

The new CPG co-marketing offering from the commerce platform allows brands to leverage integrations across offsite media including social, linear TV and connected TV, as well as co- branded activations on Instacart's marketing channels. The service could help bolster Instacart's ads business as it continues to eye an IPO, a move it had originally planned for in 2022.

The email ads product with the brand Stella Artois was piloted by the company. One of the first brands to use programmatic ad solutions wasAB InBev.