Dive Summary:
- Instacart and Michelob have partnered to create shoppable TV ads that match Ultra Anheuser– Bush InBev The brand’s Super Bowl LVII ad, according to a company blog post.
- AB InBev’s first shoppable TV ads include QR codes that viewers can scan to be directed to Michelob Ultra’s page on Instacart, which will also suggest snack pairings from Frito-Lay. The ads aired during the NFL playoffs and doubled as teasers for Michelob’s gameday ads.
- The tie-up also includes shoppable media in Instacart’s app, push notifications and social content. The partnership is the first under Instacart’s new consumer packaged goods (CPG) co-marketing capabilities and points to ongoing interest in QR codes in TV ads.
Dive Insights:
Instacart and Michelob Ultra are betting on QR codes for this year’s big game as part of a first-of-its-kind partnership between the two brands. Tech-based ads may signal an upcoming wave of popularity for scannable technology, which has historically received mixed reviews.
Aimed at encouraging consumers to stock up on Michelob before the Super Bowl, the Instacart-embedded ads feature former NFL quarterback Tony Romo, soccer player Alex Morgan and boxer Canelo Alvarez, each drawing inspiration from the classic comedy “Caddyshack.” The creative teases the concept of two gameday spots for the beer brand. At the end of each ad, the QR code is displayed alongside Michelob’s limited edition golf packs.
The QR code component is part of a larger effort by MichaelB Ultra around the Big Game, which includes 60-second and 30-second ads and a partnership with Netflix. The star-studded ad, which will see additional cameos by tennis legend Serena Williams and actor Brian Cox, includes additional shoppable elements in addition to Instacart, which allows shoppers to browse select items of apparel worn in the ad as part of a collaboration with retailer Devereux Golf.
Michelob isn’t the only brand using QR codes for its big game appearances this year. Web3 gaming company Limit Break is making its Super Bowl debut with a spot featuring a scannable code that will reward viewers with a free non-fungible token. A notable example of the use of technology is Coinbase 60-second commercial The 2022 game featured nothing more than a QR code bouncing around the screen. Outside of events, some are taking long-term presence strategies for QR codes, Like NBCUniversalwhich integrated technology into an entire season of the dating show “Love Island USA.”
Instacart’s partnership with Michelob Ultra is the first under the commerce platform’s new CPG co-marketing offering, which allows brands to leverage integration across offsite media including social, linear TV and connected TV in addition to co-branded activations on Instacart’s marketing channels. The service could help bolster Instacart’s ad business as it eyes an IPO, a move it originally planned for 2022 but pulled back In a weak economy.
AB InBev has previously tested new waters with Instacart, including piloting an email advertising product with its brand Stella Artois. Instacart also launched programmatic advertising solutions for brands in 2020, with AB InBev being the first to use it.
