Fancy an ice cold one?
The aim of the campaign was to promote Coors Light in its draught format, this was achieved by using a highly personalized viral video mechanic to entice people invite their mates to a pub, for an ice cold pint of cold Coors Light. The challenge for Coors Light is to get young men (18 to 34 yr olds) to consider Coors Light as a real beer, and therefore a beer for them. By “real” we mean a beer that is the ultimate in taste and refreshment and therefore quality.
So the brief was to get people thinking about Coors Light as the only beer that would really refresh them on a hot summer’s day, complement the existing Coors Light Summer campaign and give the brand credibility as a real beer.
Powered by a rich media ad campaign (http://tabs.uk.tangozebra.com/external/test_advert.phtml?creative_id=63676) and a facebook application (http://apps.facebook.com/coors_light/), users were enticed to enter their friends details, a time, and a venue to spark off the viral. Their friend would then receive a personalized email from the sender, driving them to videoflix.ie, a fake YouTube style video network. The video, using engaging visuals and a hypnosis aesthetic would then ‘guess’ the recipient’s name, and through an audio and video processing engine, display the name within the video with a voice over delivering the first and last letters. The video then goes on to depict images of arid landscapes and heat, making the viewer so thirsty that they have no choice but to buy an ice-cold Coors light for their mates! Running for 6 weeks during the summer months, the campaign generated over 13,000 videos and has recently been shortlisted for a Golden Spider Award.
