Independent integrated agency LIFE is supporting Molson Coors’ premium beer Coors Light with a below-the-line campaign inviting drinkers to share their #Dammecold experiences.
Coors Light Damme Cold Stories seeks to engage with target drinkers in their twenties by asking them to submit a witty and original story in 140 characters that would result in being #Dammecold. The entry platform will be part of the Coors Light website with supporting activity through Facebook and Twitter.
Running from, 12th March to 30th May, campaign entries will be independently judged each week to find the funniest and most creative entry, with winners receiving one of a range of prizes. Prizes include mobile vouchers for free Coors Light, personalised bottle openers, T-shirts emblazoned with the winner’s #Dammecold story, pint glasses featuring winning stories, and coasters designed as blocks of ice with embedded stories. All prizes will be fulfilled within 28 days.
The very best stories will be chosen to be specially illustrated for use in social media by ad agency VCCP. Other stories will feature in a national press campaign and others will be voiced by Eighties action hero and Coors Light brand ambassador Jean Claude van Damme for use on Spotify.
Weekly winners will be pitted against each other and the entry judged the best overall will win an activity holiday in the Rocky Mountains of Canada. The trip includes riding the Gold Rush Rollercoaster and participating in a snowshoe expedition, with the stay based at the exclusive Beaver Run Resort.
Ali Pickering, Coors Light brand director said: “The Damme Cold campaign brings to life the essence of the Coors Light brand in a humorous and fitting way, encouraging drinkers to share their spontaneous and amusing stories through social media.”
David Poole, owner and joint managing director at LIFE, added: “Coors Light continues its very successful association with double denim denizen Van Damme. Damme Cold Stories is a great example of the continuing evolution of a consistent, long-term campaign. It's good to see a client sticking to their strategic guns and getting the commercial success they deserve.”
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