Last month during NBA All-Star, Michelob ULTRA, the official beer partner of the NBA, celebrated the league’s 75th anniversary with a throwback to 1993 in a nostalgia-packed campaign that included “NBA Jam” merch, packaging, a retro website, and an in-person pop-up experience in Cleveland.
According to a press release, the partnership with NBA Jam brought some of the ’90s most legendary NBA players into the mix with meet-and-greets; limited-edition cans with iconic catch phrases and images; and a line of merchandise available on the branded website EnjoyItLikeIts1993.com.
NBA JAM-inspired, limited-edition cans featuring iconic catch phrases and images from the game. | Credit: PRNewsfoto/Michelob ULTRA
As Promo Marketing reported,
Fans could go to a special bar called “Boom Shaka Lakas” (named after the “NBA Jam” announcer’s most celebrated one-liner) for limited edition Michelob merchandise, meet-and-greets with NBA players and, of course, some Michelob Ultras.
Michelob ULTRA successfully tapped into the nostalgia many people have for NBA Jam.
“No video game displayed the joy of basketball quite like NBA JAM, from its iconic catchphrases to 2-on-2 gameplay or flaming balls; as a brand that champions the joy of the NBA, it made perfect sense for us to team up with this iconic franchise during NBA All-Star that celebrates the history of the NBA,” said Ricardo Marques, VP of marketing, Michelob ULTRA, in the press release.
