Kids all over America will be posting loving messages for their dads on Instagram on Father’s Day, but how many fathers will see these?
Relatively few, according to Michelob Ultra, which reports there are 8.5 million #FathersDay posts on Instagram, but just 1.6 million dads using that social channel.
Solution? The brand is offering to turn those Instagram posts into printed cards and send them to the intended dads. All posts using #ULTRADad will be eligible to be turned into cards. The cards include a Drizly code for ordering Michelob Ultra.
The beer brand is promoting the campaign with a video of Shawn Booth, of “The Bachelorette,” giving his own dad one of the cards. (Booth is also currently promoting a “Superior Year” social contest for Michelob Ultra.)
The card offer, from agencies Laundry Service and Cycle, is the third iteration of the brand’s #ULTRADad Father’s Day campaign.
Last year, Michelob Ultra shot a video celebrating father figures, including stepfathers.
This year, sibling Anheuser-Busch InBev brand Budweiser has also created a video honoring stepfathers (below). Bud is also donating $1 to the Stepfamily Foundation each time someone mentions the video in a post about his or her stepdad. The video has pulled more than a million views on YouTube since its posting on June 12.