Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 8th Annual Shorty Awards

Coors Light Vines – Promoting the ‘Subzer-O°Adventures’ On-Pack promotion

Entered in Food & Beverage

About this entry

Business objective – to drive awareness amongst our Social Explorer target audience of the Coors Light on-pack promotion to win a Subzer-O° Adventure (a series of once in a lifetime Damme Cold experiences) of their own, both here in the UK and Europe.

Why does this entry deserve to win?

Role of social:

To promote our on-pack activity and the experiences that could be won in an engaging way to our target audience, via a medium they utilise, and entice them to pick up a pack.

Audience:

Targeting 18-24 year olds defined by a hunger to experience as much as they can before they reach their 30's.

Solution :

Instead of featuring people doing the Subzer-O° Adventures, we put the Coors Light bottle as the hero of four stop animation looping Vine videos. The bottle had a brilliant time participating in some of the most exciting of the Subzer-O° Adventures. The videos were shared on Coors Light's Twitter channel. The films were the hero amongst a steady stream of reminders and information about what Subzer-O° Adventures could be won. This was done to help entice our social explorer target audience.

Execution:

We created a miniature wintery world in our in-house studio, built to scale, to make the Coors Light bottle seem the size of a person. Working with Vine Artist Supa Shakes, we shot four stop-frame animation videos. All production and post-production was done in-house.

Why it was right:

Short form video is a popular format with our audience

Twitter / Vine indexed highly against this audience

Best practice for channel: Higher value, less frequent content drives reach to our audience

By putting the product in an ice cold environment we helped re-enforce the brand USP around Ice Cold Refreshment. The product was the hero, without feeling forced.

Results

Social KPI – Engagement with Vine content (views /

1.6 million impressions

1.4 million vine loops

78k engagements

4.79 % (Engagement Rate)

6.41% (View rate)

Media

Video for Coors Light Vines – Promoting the ‘Subzer-O°Adventures’ On-Pack promotion

Entrant Company / Organization Name

VCCP Kin ,VCCP Blue, Zenith Optimedia, Coors Light

Links

Entry Credits