Anheuser-Busch InBev SA/NV

Michelob Marathon

Michelob Ultra is a global beer brand synonymous with living well. As part of their global launch campaign, Michelob Ultra sought to utilize Spotify’s streaming intelligence and audience reach to target runners in two key markets, the United Kingdom and Mexico. As a Spotify Global Preferred Partner, Hydric was enlisted to bring this collaboration to life.


To create an engaging, web-based experience where users could generate unique and customizable running playlists by leveraging the Spotify API, designed in accordance with the Michelob Ultra brand guidelines.


An end-to-end web experience where users generated running playlists tailored to their Spotify listening history, running pace and duration, and local weather conditions. Localized versions of the website were also developed to ensure adherence to local alcohol advertising laws across markets, and to support separate but simultaneous ad campaigns.