Case Study: Coors Light – Rocky Mountain Freeride imNylon.com :: 441 North 5th Street :: Philadelphia, PA 19123 :: T: 215.966.1535 :: F: 267.200.0835
Client Need The Situation: Coors Light was losing relevance with young adults and service industry consumers on-premise. The brands national advertising was not resonating with YA’S in Pennsylvania. Local market teams were searching for a communications platform that was unique, different, and cool that could be used in their local go to market strategy.
C2N Strategy: •Create annual event marketing platform that would resonate
with SIN and YA consumers. •Find activity that would support brand equities and resonate with consumers •Target SIN and YA’s 21-28 with platform •Create program that can be leveraged at retail to increase sales •Create a program that will be owned exclusively by the brand •Tie brand equities into naming strategy (Rocky Mountain)
Cities2night Solution Cities2night created an event marketing concept that could be used as an annual event marketing property to target YA and SI consumers. The “Rocky Mountain Freeride� was an activity based event centered around skiing and tied the brand equities into the naming convention. To support the event concept C2N developed and executed an extensive onpremise program that impacted over 106 accounts and 7 wholesalers regionally with a primary target on the service industry & general young adult consumers. This ski and snowboard trip was designed to fill two voids in the market: Speak to the service industry and excite the general market YA’s.
C2N Deliverables: Event execution from cradle to grave, Creative concept & production, On-premise promotional strategy, On-line media planning, Event services, Communication strategy, On-premise sales support, and Logistics.
Campaign Results Wholesalers impacted: • Origlio, All Star, Kramer, Ace, W&L, Durdach, & L.T. Verrastro On-premise Impact: • Main event attendance: 1006 attendees • Lead up events attendance : 439 attendees • Registration events attendance: 578 people processed • On-premise accounts impacted Over 7 distributors: 92 accounts • On-premise Activation: • 11 key retail accounts (Philadelphia) • 2 key retail accounts (Nepa) • 92 accounts over 7 wholesalers (5 people per account) • Total account Impact: 105 on-premise accounts On-ground Activation: • 5,000 Event fliers distributed hand-to-hand in high traffic nightlife areas
Campaign Results Sales Impact: • Lead up events: 91 cases • Main Event: 254 cases • Registration events: 34 cases • Total CEs: 379 cases Responsible for activation to include: • On-premise promotional strategy, media, planning , and event logistics, & execution
C2N was lead contact for: • Distributors • Key accounts • MillerCoors • Stage2 managers • All vendors • Snö Mountain venue • Media scheduling & distribution (on-ground & on-line)
Creative services development of pre-promotional assets: • Mini-site • Dedicated email • Web banners • Event fliers • Event tickets • Newsletter inserts • POS banners
• POS posters • Event listings • Video loops • Bus video • Event lanyards • Drink tickets • Meal vouchers