Integrated Digital / Experiential Activation

Coors Light Ireland

Part of the Heineken portfolio, Coors Light is a global brand with a very clear message and purpose, targeting young males through digital/experiential marketing in music, gaming, humour and entertainment.

In my three years running the Coors Light Ireland social media accounts I was lucky enough to work on some amazingly successful campaigns like the Coors Light Music Weekenders in Galway & Cork, the Coors Light Free Gaff competition and party, and the launch of the iconic 2 Stage Cold thermochromic logo on bottles/cans.

MY ROLE:

  • Digital strategy, creative and execution

  • Content creation - copywriting for social media, sponsors, media partners and owned channels

  • PR - media relations, press release writing, photocalls, and talent management

  • Videography - storyboarding, editing, platform-specific edits

  • Social media channel management, content creation, fan engagement

  • Ambassador briefing, management, and content activation

  • Experiential - strategy, timelines, budget management

I was responsible for creating reactive, time-specific, and relevant content to instantly hop on growing trends at any time. I gained valuable experience and understanding of how on-pack promotions were run in the off-trade, and how campaigns were activated through the on-trade sectors of alcohol specific marketing, navigating advertising authorities and rules for each execution.

RESULTS

  • +3 cities activated the Music Weekender - sell out shows across the board

  • 3x TV ad launches

  • 4x On-Pack promotions activated

  • 1x gaming app launched successfully (+16k downloads / +750k plays)

  • 4x social media channels run 24/7

  • Countless pieces of reactive/topical content created

  • 126 on-trade ‘roadshow’ experiential activations

  • 1000s of pieces of merchandise given away