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Library/Moment/The Michelob Guy
Grade B16 sourcesHIS-00296

The Michelob Guy

Moment · 2022 · Notable

52Editable slideCertificate

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

Shooter McGavin

@ShooterMcGavin · May 21, 2022

No cell phone. Just a man watching Tiger with a Michelob Ultra.

140.6K1.4K
Original · Shooter McGavin
No cell phone. Just a man watching Tiger with a Michelob Ultra.
@ShooterMcGavin on X
Campaign creator’s case board, including its reported merchandise sell-out.
Michelob ULTRA / draftLine; Justin Franklin campaign portfolio
Michelob’s May 24 announcement showing the Radetic T-shirt and hat, preserved in a campaign portfolio.
Michelob ULTRA / draftLine; Pete Pirone campaign portfolio
Colonial!! Danny Edwards!! Mich Ultra Guy!!
The 73rd Hole / Apple Podcasts
Michelob Guy | 5th Hashtag Sports Awards
Hashtag Sports; Wieden+Kennedy entrant
Right Place, Right Time: You're About to See More of the PGA Championship's 'Michelob Ultra Guy'
Entrepreneur
Missouri man goes viral for holding beer at PGA, lands deal with St. Louis beer giant
KMOV / First Alert 4

Spread Score

How it works
Reach59Contagion60Breadth30Velocity65Longevity4252

Numbers

Campaign PR impressions; separate, overlapping estimate
250M
Press · Self-reported · Shorty Awards; Wieden + Kennedy / Michelob ULTRA entrant
Peak date
Week of May 24, 2022
May 21 ’22 to Week of May 24, 2022
Platforms
5
Started on X
Origin
Organic
Food & beverage

Mechanics

  • Visible in use
  • Platform jump
  • Press loop
  • NewsjackingPrimary
  • Sell-out loop

How it spread

Trace the origin

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.

Dates use the stated precision; chart positions are date anchors.

Google searchesMay ’22JunJulSepNovFeb ’23AprJunJulSepPeakXPressAudioTVOpen web
XPressAudioTVOpen web

12 more events on this chart

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Timeline (15)

  1. May 2022

    Shooter McGavin seed · May 21 ’22

    Shooter McGavin posted a photo of a spectator holding a Michelob Ultra behind Tiger Woods.[1]

    No cell phone. Just a man watching Tiger with a Michelob Ultra.
    Open the first post ↗

  2. Michelob ULTRA owner response · May 24 ’22

    Named Radetic and offered merchandise; its May24 post invited tee-wearing at a golf event for a chance at free beer.[2][16]

    Right Place, Right Time: You're About to See More of the PGA Championship's 'Michelob Ultra Guy'

  3. Michelob ULTRA peak · Week of May 24, 2022

    Entrants reported that Michelob’s ad became its most-shared post in the previous year.[3]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 1 event
  2. 2026-10-15Fact-check passed (32 claims)
  3. 2026-10-12Added: 15 events, 15 sources · Score 52
Origin
Organic
Sector
Food & beverage
Region
US
Campaign PR impressions; separate, overlapping estimate
250M
Press · Self-reported · Shorty Awards; Wieden + Kennedy / Michelob ULTRA entrant
Evidence
Grade B

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60
When @Mikayla Nogueira says the e.l.f. x Dunkin collection is literally iconic 😩💋 #elfxdunkin #elfcosmetics

5B impressions

BomBombs hot chocolate bombs

Retail · 2020

54
BomBombs ten-piece hot chocolate bomb gift set with its box open.

3M sold

Gap Linen Moves with Tyla and Jungle

TikTok · 2024

54
Introducing #Linenmoves. @Jungle4eva’s worldwide hit “Back on 74” re-imagined with @Tyla. Featuring brand new choreography by @ShayLatukolan. Celebrating the moves that unite us. For individuals who…

100M impressions

Fenty Beauty Launch

Retail · 2017

53
Fenty Beauty Is One of TIME's 50 Genius Companies 2018

1.6B impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesMay ’22JunJulSepNovFeb ’23AprJunJulSepPeakXPressAudioTVOpen web
XPressAudioTVOpen web

12 more events on this chart

Join free to see them

  1. May 2022

    Shooter McGavin seed · May 21 ’22

    Shooter McGavin posted a photo of a spectator holding a Michelob Ultra behind Tiger Woods.[1]

    No cell phone. Just a man watching Tiger with a Michelob Ultra.
    Open the first post ↗

  2. Michelob ULTRA owner response · May 24 ’22

    Named Radetic and offered merchandise; its May24 post invited tee-wearing at a golf event for a chance at free beer.[2][16]

    Right Place, Right Time: You're About to See More of the PGA Championship's 'Michelob Ultra Guy'

  3. Michelob ULTRA peak · Week of May 24, 2022

    Entrants reported that Michelob’s ad became its most-shared post in the previous year.[3]

  1. owner response · Week of May 24, 2022

  2. press · May 25 ’22

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Why it worked

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