Spotify has launched its first global dynamic audio campaign. The ‘Michelob Marathon’ campaign, from Budweiser Brewing Group UK&I and Dentsu Aegis, promotes Budweiser’s low-calorie Michelob ULTRA beer. It will deliver tailored messages delivered to Spotify listeners, based on their location, the time of day and the weather in their area.

The ads invite runners to visit the ‘Miles of Michelob ULTRA’ microsite. There, they’ll have the opportunity to build a personalised Spotify playlist, based on their running distance, intensity and location, to power their next run. Runners will also have the opportunity to win special prizes once they complete their workout.

The campaign kicks off in the UK and Mexico, and will run in other countries later this year.

“We’re really excited to be the first brand to use this innovative technology on a global scale on Spotify,” said Michelob ULTRA marketing manager, Tim Deeks. “With Michelob ULTRA, we want to inspire people to live an active lifestyle and the Michelob Marathon with Spotify is a great platform to do so.”