The writer’s room of Netflix’s Cobra Kai is obsessed with Coors Banquet (don’t believe us? Watch Seasons I-III), and everyone was talking about it on social. Except us. Not being official sponsors we couldn’t even mention the show. But with the release of Season IV coming up we set ourselves a big challenge: hijack the launch to prove that Coors Banquet is the official, unofficial sponsor of Cobra Kai.
We created #SeektheBanquets, a campaign that helped us take advantage of all the Cobra Kai hype without using those two words – ever. Before the debut of Season IV, we launched a contest with a look and tone similar to Cobra Kai in which we asked viewers to guess or count each Coors Banquet sighting in the new season. The person with the correct answer won Coors Banquet (of course). It tapped into the existing conversation around how much the beer is featured in the show and proved that we were a brand that was smart enough to take advantage of that cultural exposure.
With 110.5M impressions, 22 media hits, and 100% Key Message Penetration and Positive Sentiment, Coors Banquet hijacked a huge show launch and established itself as the official, unofficial sponsor of Coors Banquet.