Cullen Bounds


Creative / Art Direction +
Graphic Design

New York, New York
AnalogFolk.com

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About + Resume
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Cullen Bounds


Creative / Art Direction + Graphic Design

New York, New York
AnalogFolk.com

Home
About + Resume
Linkedin
 Instagram
Substack

Michelob ULTRA: Superior Access- Art Direction



The Opportunity

Michelob ULTRA set out to transform Superior Access from a functional loyalty program into a must-join fan experience. While the brand already owned major sports territory across basketball, soccer, and golf, the platform was underleveraging the volume of access, partnerships, and experiences available. The mandate was to revamp Superior Access, drive membership growth at scale, and make access itself feel premium rather than transactional.

The Challenge

The issue was not a lack of offerings, but an excess of them. ULTRA had more prizes and experiences than it could efficiently distribute, layered with alcohol regulations that limited traditional promotions. At the same time, the program risked blending into the sea of generic rewards portals. The challenge was turning abundance into aspiration instead of clutter.

The Solution

We repositioned Superior Access as a fan-first access platform rather than a loyalty program. The team overhauled the website, rebuilt CRM tone of voice with a focus on SMS, and designed a year-round calendar anchored in ULTRA’s biggest sports moments. Experiences were built to reward fandom and proximity, making the program feel less like marketing and more like being inside the brand.

Super Bowl 2025 – The Ultra Vault

To extend Michelob ULTRA’s 2025 Super Bowl spot, The Ultra Hustle, we created The Ultra Vault, a high-stakes sweepstakes housed within Superior Access. Viewers had to actively watch the commercial and solve a challenge tied to the ad to enter, while members received early access. Prizes included a year’s supply of Michelob ULTRA, a branded golf cart, World Cup tickets, and premium sports experiences, turning a single media moment into sustained participation.

The Impact

Superior Access drove over 500K new subscribers, a 150 percent year-over-year increase. The Ultra Vault alone generated 111.3K signups, including 49.5K on Super Bowl Sunday, the single-day peak. The program evolved from a support channel into a long-term growth engine the brand could continue to scale.