# The Michelob Guy

> A photo of a golf fan led to a campaign reporting 4.9 million earned impressions.

- Owner: Michelob ULTRA
- Kind: Moment
- Sector: Food & beverage
- Seed date: 2022-05-21
- Peak date: Week of May 24, 2022
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 52 (Notable), v1.2
- Mechanics: Visible in use, Platform jump, Press loop, Newsjacking, Sell-out loop

## Summary

A spectator’s photo spread on Twitter during the PGA Championship. Michelob identified Mark Radetic, made an ad and sold merchandise. Interviews and press coverage followed; he later appeared in the brand’s Super Bowl commercial.

## Timeline

- 2022-05-21 — Shooter McGavin (X) — Shooter McGavin posted a photo of a spectator holding a Michelob Ultra behind Tiger Woods.
- 2022-05-24 — Michelob ULTRA (X) — Named Radetic and offered merchandise; its May24 post invited tee-wearing at a golf event for a chance at free beer.
- Week of May 24, 2022 — Michelob ULTRA (X) — Entrants reported that Michelob’s ad became its most-shared post in the previous year.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/michelob-guy

Cite as: How It Spread (2026). “The Michelob Guy.” Case HIS-00296. Spread Score v1.2: 52/100. Updated 2026-10-12. https://howitspread.com/id/HIS-00296