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.
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.
Targeting 18-24 year olds defined by a hunger to experience as much as they can before they reach their 30's.
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.
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.
Social KPI – Engagement with Vine content (views /
1.6 million impressions
1.4 million vine loops
4.79 % (Engagement Rate)
6.41% (View rate)
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