CLIENT: Coors Light
DATE: Summer 2013
SCOPE: Brand Activation | Video Capture
Over the summer, we found ourselves all over Ontario and Quebec performing brand activations for Coors Light at various Spartan obstacle Race’s as they continue to push athletes to their physical and mental breaking points. It’s no secret that obstacle races are quickly becoming very popular and have attendance numbers in the tens of thousands for even a single weekend event.
Coors Light saw a value partnership in it’s simplest form; if you exert yourself to reach a finish line, complete a goal you need to be celebrated – what better way than with a Cold One! With races in locations that are popular for such mountain activities such as skiing, snowboarding, cross country skiing, mountain biking and hiking it was a great hype-building platform for Coors Light’s own obstacle race at Sun Peaks Resort, B.C. in September called the Coors Light Mountain Survival. Using onsite, online and in store activations to promote Coors Light Mountain Survival and encourage potential winners to win their chance to go to Sun Peaks Resort in September. This proved to be a great way of awarding many winners from a vast array of Coors Light faithful consumers.
Morin Heights QC, Edelweiss QC, Hardwood Hills ON, and Mont Ste Marie QC locations were the main focus for on site promotion and video recaps complete with Coors Light beer gardens, Coors Light Mountain Survival Rescue Team girls and interviews. eventSing not only covered the on course branding activation with Coors Light Mountain Survival promotion, but we also captured general video coverage and interviews with some of the Mountain Survival Rescue Team girls. They were short and sweet recap videos meant for online and social media promotion.