https://www.insidethatad.com/tags/real-time-marketing/Recent content in Real-Time Marketing on Inside That AdHugoen-USSun, 21 Jun 2026 21:00:00 +0000https://www.insidethatad.com/posts/michelob-ultra-pass-for-the-ages/Sun, 21 Jun 2026 21:00:00 +0000https://www.insidethatad.com/posts/michelob-ultra-pass-for-the-ages/<p>Most real-time marketing is a brand sprinting to slap a logo on a meme before the moment goes cold. Michelob ULTRA and BBDO New York did something slower and smarter with &ldquo;Pass for the Ages&rdquo; — they turned a single Knicks victory into a conversation between two eras of the same team, and let a basketball do the talking.</p> <p>The campaign&rsquo;s centerpiece is a Times Square billboard called &ldquo;Legacy, Passed&rdquo;: a side-by-side image of 1973 Knicks champion Walt Frazier and current star Jalen Brunson, composed so it looks like the two are handing a basketball to each other across five decades. No tagline doing the heavy lifting, no copy explaining the metaphor. Just two eras of the same franchise, connected by one object.</p>