Coors Light makes Super Bowl XLVII social with mobile ad campaign
By Rimma Kats
January 30, 2013
MillerCoors-owned Coors Light is relying on mobile advertising to get consumers amped up about the upcoming Super Bowl XLVII game and further connect with the brand via Facebook and Twitter.
The company is running the campaign within ESPN’s mobile site. This effort aims to build on ongoing relationship between the brand and customer.
“It’s an interesting banner ad strategy,” said Steve Timpson, president of SiteMinis, Atlanta.
“Coors Light is placing at least 7 banner ads on their sponsored ESPN page cold hard facts.
“Each leads to the same Facebook page, not sure if the goal is to increase likes on the brand – even if the Super Bowl ESPN site links to Facebook and NHL,” he said. “Additionally, the cold hard facts page allows tweets and that is cool, I guess, although the facts don't rotate.
“It would seem to me that this is simply a brand play and that’s fine. I would have suggested that the banner ads rotate locations as well, say maybe one goes to Facebook, one goes to a Coors Light page, maybe even one or two going to a Redds Apple Ale page that includes a video – since MillerCoors is spending some hefty cash regionally to buy up local TV during the Super Bowl to promote this new product.
Mr. Timpson is not affiliated with Coors Light. He commented based on his expertise on the subject.
Coors Light did not respond to press inquiries.
The Coors Light mobile ad reads “The Best Round of the Playoffs.”
When consumers tap on the ad, it expands to feature the company’s Cold Hard Facts such as ”The 49ers are a perfect 5-0 in Super Bowl appearances,” “The Ravens’ John Harbaugh is the only coach in NFL history to win a playoff game in each of his first 5 seasons” and “The 49ers’ Colin Kaepernick will become the first QB to start a Super Bowl after beginning that season as a backup since former Panthers QB Jake Delhomme in 2003.
Users are encouraged to tweet each fact to their followers.
Furthermore, when consumers tap on the ad again, they are redirected to the Coors Light Facebook page where they can Like the brand, browse photos, check out upcoming events and see what others have to say about the company.
A mobile ad campaign such as this is not only timely, but effective because it harnesses the power of social.
Social and mobile inherently complement each other and marrying the two helps drive user engagement.
Coors Light is no stranger to mobile.
Last year, the company used mobile Web and advertising to engage consumers in this summer’s “Search for the Coldest” campaign that scouted out the best MC in the country (see story).
Most recently, Coors Light honed in on location with a mobile advertising campaign that drove consumers to local bars and restaurants to watch their favorite sports games (see story).
“Potentially Coors is using their banner ad and Cold Hard Facts page to do more when the actual game is being played to use multiscreen interactivity during the game to measure engagement,” Mr. Timpson said.
“Either way, Coors has some big bucks in sponsorships, they are using mobile to engage consumers and there isn't a landing page – since its basically Facebook landing page – that’s not mobilized,” he said.
Rimma Kats is associate editor on Mobile Marketer, New York
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