Coors Light Colder Than

Mobile App

Client Objective As part of the “Cold Certified” positioning, Coors Light developed a crowdsourcing campaign that reached out to consumers to submit potential advertising slogans brand beginning with the words "Colder than...” that would be used in various print, out of home and online media.

Solution We enabled mobile consumers to participate in the promotion via SMS, mobile web or through Coors Light’s first iPhone application. The engaging 360 degree campaign allowed consumers to respond at the point of impulse by entering their line, saving images to their phone and sharing submissions with their friends via social media.

Results The creation and launch of the Coors Light iPhone application was a first for Molson, and contributed to significant buzz around the campaign while enabling a new level of interactivity for the brand’s audience. “We saw our consumers coming up with lines that are often better than ours," said Jamie Sprules, brand manager for Coors Light.. One submission, “Colder Than Most People From Toronto” garnered nationwide news coverage when it was used on billboards in Vancouver.

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