# Lockdown Running Initiatives Michelob Ultra is Offering Rewards for Running During Lockdown By Laura McQuarrie | Published 2021-05-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/running-during-lockdown References: [famouscampaigns](https://www.famouscampaigns.com/2021/04/michelob-ultra-is-swapping-lockdown-running-miles-for-air-miles/?utm_source=feedly&utm_medium=rss&utm_campaign=michelob-ultra-is-swapping-lockdown-running-miles-for-air-miles) [Low-calorie beer](https://www.trendhunter.com/trends/healthconscious-beer) [Michelob Ultra](https://www.trendhunter.com/trends/movement-live-by-michelob-ultra) is one of the lightest beers on the market and the brand is appealing to those who are running during lockdown. The brand is giving runners the chance to trade their road miles for air miles, as Michelob Ultra will provide flights to the locations that match the distances run. According to the results of a study of 2,000 adults, "nearly half of the population [has] been pounding the pavement for an average of 9.3 miles each week, or 484 miles over the year; enough to get from London to sunny Bordeaux. One in ten of us have even made it as far as Tuscany in Italy." As the beer is positioned as one of the healthiest options on the market, it serves as an appealing refreshment for active individuals. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 29% | Activity: 49% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Lockdown Fitness Campaigns:** Brands are creating initiatives that encourage and reward people for staying active while in lockdown. - **Airline-mile Reward Programs:** Companies are leveraging rewards programs that offer airline miles to incentivize customer behavior. - **Experiential Marketing in the Fitness Industry:** Fitness companies are incorporating experiential marketing tactics to engage with potential customers and encourage healthy behaviors. ### Sectors Adopting This - **Beer and Alcohol Industry:** Beer brands have an opportunity to appeal to health-conscious consumers and engage with them through interactive marketing campaigns. - **Fitness Industry:** Fitness companies have an opportunity to partner with brands and create engaging campaigns that incentivize their customer base. - **Travel Industry:** Airline and travel companies have an opportunity to partner with brands to offer rewards programs that encourage customers to engage in healthy behaviors. ## Related on Trend Hunter - [Non-Alcoholic Running Beers](https://www.trendhunter.com/trends/tilray-2.md) - [Summer-Ready Free Beverage Promotions](https://www.trendhunter.com/trends/athletic-brewing-company.md) - [Runner-Focused Non-Alcoholic Craft Beers](https://www.trendhunter.com/trends/runners-high-brewing.md) - [Multi-City Workout Tours](https://www.trendhunter.com/trends/movement-live-by-michelob-ultra.md) - [Connected Beer Jerseys](https://www.trendhunter.com/trends/running-of-the-beer-ads.md) - [Low-Calorie Non-Alcoholic Beers](https://www.trendhunter.com/trends/michelob-ultra-zero.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md) - [Low-Calorie Pale Ales](https://www.trendhunter.com/trends/locals-light-cloudy-pale.md) - [Citrusy Alcohol-Free Beers](https://www.trendhunter.com/trends/michelob-ultra-zero-lime.md)