Michelob ULTRA & LIVESTRONG.COM Unveil The ULTRA Reward

Michelob ULTRA has teamed with LIVESTRONG.COM, a Demand Media® (NYSE: DMD) property, to present the “Make My Life ULTRA: The ULTRA Reward” video series, an original five-part series featuring Lance Armstrong and Erik Golbiw, winner of the Michelob ULTRA “ULTRA Reward” contest, hosted exclusively on LIVESTRONG.COM.

“The ULTRA life is all about getting out and having fun, and the ‘Make My Life ULTRA’ series is a subtle reminder to viewers that improving your life means both taking action and enjoying yourself.”

In January, Michelob ULTRA invited adults 21 years of age or older to submit a video of their New Years Resolutions on the brand’s official Facebook page as part of the “ULTRA Reward” contest. Michelob ULTRA teamed with Armstrong – advisory board chairman for LIVESTRONG.COM – to select the winning entry from ten semifinalists. The “Make My Life ULTRA: The ULTRA Reward” video series documents Lance’s selection process and offers a casual, behind-the-scenes look at his day with Golbiw, whose resolution is to run a half-Iron Man in 2011. Throughout the series, the two discuss how they effectively balance work, family and training.

“The common threads between Michelob ULTRA, Lance and LIVESTRONG.COM match up perfectly and allow us to authentically reach an audience that understands and appreciates the importance of leading a balanced social, active lifestyle,” said Ryan Moore, director, Michelob ULTRA. “The ULTRA life is all about getting out and having fun, and the ‘Make My Life ULTRA’ series is a subtle reminder to viewers that improving your life means both taking action and enjoying yourself.”

“The ULTRA Reward” online program resulted in a 23% increase in fans on the official Michelob ULTRA Facebook page in the month of January.

The video series illustrates how LIVESTRONG.COM uses its aspirational mission and unique model to deliver premium and relevant content through unique, branded media campaigns with partners to celebrate the active consumer. Like the active community of more than three million registered users on LIVESTRONG.COM, this video series speaks to consumers who are working hard to achieve an active lifestyle, yet also enjoy the social benefits of leading a balanced life.

“We have the unique ability to partner with brands to develop specialized content for them, while attracting and engaging consumers in a way that deepens their overall experience,” said Dan Brian, general manager of LIVESTRONG.COM. “One of our core beliefs at LIVESTRONG.COM is about rewarding those small, daily changes that help people achieve their goals and improve their lives. The Michelob ULTRA brand complements our mission because they also emphasize the rewards that come from leading an active, yet balanced lifestyle.”

In February LIVESTRONG.COM ranked #3 in the Health category, according to comScore®, and provided its members with interactive tools, trusted information and an engaged community to inspire healthy living. The video series will run through April 18th and adds to the ever-evolving suite of content, apps and tools on LIVESTRONG.COM that meet increasing consumer demand for on-the-go support and information.

Visit www.livestrong.com to see Lance with The Ultra Reward winner delivering inspiration and insight.

To learn more about how to reach engaged audiences through advertising opportunities on Demand Media’s owned and operated websites like LIVESTRONG.COM, please visit: advertising.demandmedia.com

About Anheuser-Busch

Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.3 percent share of U.S. beer sales to retailers. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer. Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years. The company is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo. For more information, visit www.anheuser-busch.com.


LIVESTRONG.COM inspires and empowers people to achieve their daily goals around living healthy. The site connects visitors with useful tools, trustworthy information and a passionate, engaged community of likeminded people, who are willing to share their experiences. For additional information about LIVESTRONG.COM, please visit: www.livestrong.com

About Demand Media

Demand Media, Inc. (NYSE: DMD), is a leading online media company that informs, entertains and connects millions of people every day. Through a portfolio of vertical web properties reaching more than 100 million monthly visitors, a global network of digital partners, and an innovative content studio, Demand Media publishes what the world wants to know and share. Founded in 2006, Demand Media is headquartered in Santa Monica, CA with offices in Bellevue, WA, Austin, TX, Chicago, IL, New York, NY and London, UK. For more information about Demand Media, visit: www.demandmedia.com

LIVESTRONG is a registered trademark of the Lance Armstrong Foundation. The Lance Armstrong Foundation is a registered 501(c)(3) under federal tax guidelines. Demand Media, Inc. and Demand Media are trademarks and/or registered trademarks of Demand Media, Inc. in the United States and/or other countries. All other trademarks may be trademarks of their respective owners.