Direct Line Blog

Coors Light at Avenue A | Razorfish's Rock the Digital World summit

Share this article:
At this morning’s Rock the Digital World summit, hosted by Avenue A | Razorfish and its clients, I got a chance to see what Coors Brewing Company is up to in its marketing efforts. CMO Andy England gave a presentation spelling out how the brand has evolved over the past few years and made some observations as to how TV and digital advertising is changing.

One interesting point England made was that with one exception, there is no “appointment TV” anymore, meaning with the onslaught of DVRs, there are very few occasions to reschedule personal plans to be sure to catch a program live. The one exception, namely with Coors’s young male target demographic, is live sports. Therefore, the value of those time slots goes up for advertisers.

Coors has numerous campaigns running simultaneously including cable, banner, TV, social networking and viral video. They even have a female-targeted online campaign boasting that Coors Light has only 102 calories. Coors is also the official beer of the NFL and NASCAR.

The viral video on YouTube, which featured a 20-something man pouring the perfect glass of beer from unlikely heights can be seen here: http://www.youtube.com/watch?v=TSQD8Lk3ies. England noted that it had nearly 200,000 hits. A “response” video posted by a Coors Light fan has garnered over 63,000 hits: http://www.youtube.com/watch?v=9jfwnFRQfjE&feature=related.

He also went on to say that you shouldn’t assume that your offline work doesn’t lead to online activity. Coors created numerous television ads integrating old footage of pro football coaches during press conferences spliced to look as if they’re answering questions about the beer. The most popular was with Jim Mora, former coach of the Indianapolis Colts which has received 495,000 hits on YouTube: http://www.youtube.com/watch?v=jdUr5hF0yGc. Amazingly, a college student’s response video using Mike Gundy, coach of the Oklahoma State Cowboys, has gotten 528,000 hits, far surpassing Coors’s own advertisement: http://www.youtube.com/watch?v=uyTQUWEKx0o&feature=related.

England ended by saying that Draftfcb currently does Coors’s offline marketing, but wonders if an evolution toward “one-stop shop” agencies is coming soon.
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

In a World of Technological Novelty, Execution Prevails

In a World of Technological Novelty, Execution Prevails

A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.

Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?

Is 5-Day Delivery USPS's Way of Saying It's ...

The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

Marketing + Cheese: What more could you want?