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Movement by Michelob ULTRA Livestreams

Michelob ULTRA livestreams to Facebook, utilizing Telescope's Live Studio platform, to encourage viewers to donate to a great cause while staying healthy during COVID-19.

Promo image for Michelob Ultra livestream

OVERVIEW

Michelob ULTRA decided, in light of the stay-at-home orders most of the world was experiencing due to COVID-19, they would offer their health and fitness conscious followers an alternative way to get their daily workout while they #StayHome. Their goal, beyond offering a way to stay fit and have some fun, was to additionally help many struggling gyms and studios forced to close down during the pandemic by encouraging viewers to make donations to the struggling gyms via a featured Venmo or Paypal handle displayed at various times in the stream.

Every Tuesday, Thursday and Saturday a celebrity trainer (yep, you'll see more than one member of The Bachelor Nation) or perhaps DJ (we see you, Questlove) would be paired with a local fitness instructor from a struggling studio or gym. Together the two individuals, from different locations in the US, simultaneously streamed their workout to Facebook Live creating a unique worldwide personal training session. From the comfort and safety of their homes, viewers had the ability to move their bodies, interact with one another and donate to a great cause.

Happy Hour Q&A
Yoga Instructor and Questlove
Facebook native poll during livestream

HOW IT WORKED

All production was provided by the Telescope team remotely. The trainers were sent live streaming kits that included computers, audio gear, and robo-cams that our remote Tech Director was able to control. Our remote Live Studio Operator in California, maintained close communication with hosts via earpieces and teleprompters to ensure a seamless live stream. Viewers interacted with live poll questions and their approved real-time comments were displayed on air. In addition, viewers had the ability to engage in a post-workout Q&A with the hosts weekly, where selected questions were displayed and answered utilizing Telescope’s Live Studio platform.

Donation CTA and Comments to air

KEY FEATURES

Live Studio: Utilized for an interactive and dynamic experience on Facebook Live.

Engagement tools used:

  • Comments to Air- Selected Facebook comments from viewers were displayed, giving them personal shoutouts.

  • Poll Questions- Gave viewers the ability to engage by answering various poll questions throughout the stream. Poll results were shown on screen to encourage viewers to continue tuning in to see how others responded.

  • Donate Button- Easy donation access with just one click of a button. Donations were encouraged for struggling gyms that had to shut down due to COVID-19.

  • Live Questions- Viewers had the opportunity to ask questions during the Q&A segment of the stream which were then answered in real time by the hosts themselves.