Eimear McCabe from Carat Ireland wrote an enlightening case study on one of the campaigns featured in our i-site network this week. She detailed how Coors Light was faced with the task of attracting a male consumer base to their brand. They decided to shy away from the one-off in-outlet events and promotions and have their campaigns runs along various consumer touch points. One of the main requirements for the campaigns was higher involvement between the brand and consumers.
Understanding that the male consumers were always on their mobiles made it in easy choice for Coors Light to focus on this type of media platform to reach males. They took is a step further and isolated the mobile gaming function on cell phones to target their market, interact with consumers, and entice them to choose Coors Light.
They developed their 'Anytime is Playtime' mobile gaming app and spent their media budget on building awareness and generating downloads. Over 3500 rewards were given out every week including free pints of Coors Light as an incentive to download their app. Interestingly, 80% of consumers who redeemed a pint via the Coors Light App stayed in the pub for another pint, proving how crucial influencing the first pint in hand can be on a brand.
Our i-site network was used for the Coors Light campaign. It exposed them to the 18-39 year old market, and acted as a point of sale to influence that first drink alcohol brands deem to be crucial. Our interactive posters also made it possible for Coors Light to include a call to action to download the app, play and get rewarded on the spot.