Coors Light NBA PlayOffs Campaign
How Coors Light increased brand recall through their NBA Campaign
Identifying the Challenge
2017 marked the year in which the National Basketball Association and Molson Coors International would enter into a multiyear partnership which would make the brand the official beer partner of the NBA across 37 markets.
Our client approached us to execute an integrated campaign that would drive awareness of this title within our market as well as push desired engagements surrounding their NBA finals viewing party. This awareness and engagement needed to be compounded with the overarching need to position the brand as the “number one premium beer brand in Trinidad”.
Creating The Solution
We are in the age of the consumer. Consumers everywhere are aligning themselves with brands that share their values and are actively creating/fuelling tangible experiences that can be enjoyed wherever they socialise.
We recognized the distinctive opportunity the NBA partnership would allow the brand; once executed effectively, more consumers would begin to perceive the beer as being a “premium” choice.
Our overall methodology and approach to the campaign took into account the following:
- The brand’s overall/campaign business goals and objectives
- The brand’s market position
- The brand’s personality
- The brand’s specific audience appeal
The campaign visuals across channels were consistent and embodied strong emotive elements in order to drive connections with the consumers.
The campaign featured:
The Main Event
Patrons were treated to an extreme projection of the NBA Playoffs (Game 1), fun activities (VR game zone, drinking games, etc.), top DJs and food stations. We also included a special VIP section where fans across all brand channels had the opportunity to win passes for.
Pre-Event (Traditional and Digital)
Prior to the event, we drove awareness across digital and traditional channels (radio spots, Facebook and Instagram ads). We worked with the client to produce an engaging radio ad that would prompt consumers to participate in the event.
We shared videography and photography on digital channels to share the spirit, energy and excitement of the activation. Post the event, this would have continued to align the brand with the NBA as well as drive excitement leading up to the viewing party in Puerto Rico.
- The two week campaign yielded 3,469,515 ad impressions
- Reach for the brand was 1,137,429 persons
- There were marked increases in brand recall post the NBA campaign across all segments - (21% YOY)
Other marketing initiatives done for client:
- Integrated Marketing Strategy
- Brand Storytelling
- Influencer Marketing
- Traditional Media Planning and Scheduling (Radio + OOH)
- Production of Radio Ads (through third party)
- Event Activations
Interested in how you can drive customer acquisition, brand engagement and brand storytelling goals through integrated marketing?