In anticipation of the NBA Finals, Michelob ULTRA created a limited-edition championship bottle in collaboration with legendary sneaker designer Tinker Hatfield. The Michelob ULTRA x Tinker Hatfield "Not For Sale" NBA Championship Bottle is in fact so exclusive that it can't be purchased and fans must act fast to get the bottle when it drops. When the final buzzer sounds in the last game of the NBA Finals, the clock will start and as the brand describes, "The total number of bottles available to win are restricted to the number of points scored by the winning team in the final game of the 2021 NBA Finals."
The exclusive championship bottle is packaged in a secondary design that looks like a show box and the editions will be numbered for authenticity and signed by the sneaker icon.
What's Driving This Trend
- Limited-edition Collaborations
- Collaborating with a legendary designer to create exclusive, limited-edition products can drive hype and engagement.
- Scarcity Marketing
- Using scarcity as a marketing tactic, such as limiting the number of available products, can create urgency and drive demand.
- Gamification of Products
- Incorporating an element of chance or competition, such as a contest to win exclusive products, can increase engagement and loyalty.
Who This Affects Most
- Alcohol
- Alcohol brands can create exclusive, limited-edition products and use scarcity and gamification marketing tactics to drive engagement and sales.
- Sneakers
- Sneaker brands can collaborate with other industries to create limited-edition products and use scarcity and gamification marketing tactics to create hype and drive sales.
- Sporting Goods
- Sporting goods brands can use limited-edition collaborations with high-profile designers or athletes and scarcity marketing to increase engagement and sales.
