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Discovering the Official vs Unofficial

Entered in Branded Content

Objective

We’ve all heard the age-long piece of advice, “travel like a local”. What people really mean by this is that you should avoid the mainstream tourist attractions and find the spots the locals actually go to. 

Last summer, Coors Light turned to Narcity to help inspire Canadians to make the most of their summer by taking some time back for themselves, turning notifications off, & discovering the unofficial spots and hidden gems that make their cities the best places to live in the world.
 

Strategy

Narcity.com aims to be the ultimate destination and resource to discover cities, and with this Coors program, we did just that. We integrated Coors Light's “Official Beer of Everything Unofficial” messaging in an interactive, immersive digital experience. 

Through a dynamic and interactive microsite, users got to select their own journey, to discover “unofficial” alternatives to mainstream attractions/spots within their cities. When first experiencing the microsite, users needed to select their city (either Montreal, Toronto, or Vancouver), and then they were served with either “official” experiences/spots (i.e. watching a Blue Jays game at the Rogers Centre) and “unofficial” spots (i.e. small local sports bars around the city where you can watch the game). 

To fuel the digital experience plus create additional content touch points between our audience and Coors Light we created a series of custom articles per city to showcase the local alternatives to mainstream attractions. These articles were published throughout the flight, tapping into our Things To Do and Eat and Drink topics that have been Narcity’s forte since day one. It is basically the foundation of who we are today as a digital publisher. 

Taking the same approach as the custom articles into the world of video we showed our audience that there is more to discover within their cities by showcasing the “unofficial” Narcity-approved alternatives to mainstream spots/experiences. By sending our content creators into cities across the country (Toronto, Vancouver, Calgary) we provided our audience with off-the-beaten-path alternatives for them to experience. All positioned around discovering the unofficial, official best spots of these cities.

We finally encouraged our users to use the program hashtag when they were out exploring the destinations proposed, taking this program from a content series into a movement.

 

 

Results

In total, we generated almost 60,000 unique page views for the 12 articles & gathered over 7M social impressions!

Media

Entrant Company / Organization Name

Narcity Media Group, Molson Coors

Link