Michelob Ultra says there are 8.5 million #FathersDay posts on Instagram, but only 1.6 million dads on Instagram. So, many of those tributes to dads are surely going unseen by the guys they're actually honoring.
The beer brand is righting this wrong with an #ULTRADad campaign this Father's Day, in which tagging a post with that hashtag gives you the opportunity to turn an Instagram post into a physical card—that looks like an Instagram post!—to send to the man himself.
The brand kicked off the campaign by partnering with The Bachelorette's Shawn Booth, who surprised his dad with his own #ULTRADad card.
"With more and more people turning to Instagram to honor the #ULTRADad in their life, this year we wanted to create balance between the digital and physical worlds," a rep for Michelob Ultra tells Muse. "By extending our #ULTRADad campaign in its third year from digital to IRL, even more dads will be able to enjoy the love they receive on Father's Day."