Michelob Ultra is turning a Cleveland bar into a pop-up barcade to engage with fans during the NBA All-Star game this weekend. The brand is tapping into ‘90s nostalgia by transforming a Cleveland bar into a NBA Jam-themed venue, featuring performances by rapper Fat Joe and DJ Jazzy Jeff, meet-and-greets with NBA Hall of Famers, limited-edition merch, NBA Jam-themed beer cans, and more. Basketball fans who aren’t in Cleveland for the All-Star weekend can tweet a selfie to @MichelobUltra using #ULTRAJAM to score a 16-bit avatar in the style of NBA Jam and visit EnjoyItLikeIts1993.com to buy merch, including a custom NBA Jam x Ultra arcade console. YPulse’s Scouting Next Gen Sports Fans trend research shows the NBA is one of Gen Z and Millennials’ favorite sports leagues, and they want to engage with their favorite sports leagues beyond game time. (Marketing Dive)
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