We grabbed life by the rockies to broadcast Coors Light messaging across Dublin

About the Client and Campaign

Coors Light Logo
Coors Light Ice Cave toured the UK and Ireland, allowing beer fans to experience a frosty Coors Light and dance the cold away to live DJs, blasting out the latest cool tunes.

We set ourselves the goal of attracting 5,000 people to this special event in central Dublin through a winning combination of innovative online and on air activity.

  • Drive engagement with 18-34 year old males before, during and after the experiential activity
  • Create awareness of, interest in, and desire for the Coors Light Ice Cave Dublin event
  • To develop affinity between the Coors Light core product and #LoveTheCold messaging and 18-34 year old male Dubliners

Coors Light Ice Cave On Air Campaign

We partnered with FM104 to give away €10,000.

The Roadhog pulled up in Camden St, Dublin, to give FM104 listeners and passers-by direct knowledge of the upcoming Ice Cave event and the chance to win €10k.

Here’s all the audio we broadcast:

  1. Coors Light Ice Cave Promotion Mentions on FM104 4:46
  2. Coors Light Ice Cave Pre-Promotion on FM104 0:50
  3. Coors Light Ice Cave Ticket Giveaway on FM104 4:43
  4. Coors Light Ice Cave Final Live on FM104 4:05

Coors Light Ice Cave Online and Social Activity

A generic Coors Light Ice Cave picture informing people of the competition as well as the event at the Ice Cave. Followed by a Facebook competition inviting people to ‘Name the Movie in Ice’.

As well as the Facebook post promoting the €10k giveaway, we switched FM104‘s Facebook cover photo to Coors Light Ice Cave branding.

Competition Results:
  • Reach » 492,195
  • Views » 22,988
  • Reactions » 3,992

Coors Light Ice Cave on Instagram and Twitter

Coors Light Ice Cave Final Media

Coors Light Ice Cave Overall Results

On Air Results
  • Liners » 386
  • Live Mentions » 150
  • Comp Entrants » 4,850
Digital Results
  • Total Reach » 852k
  • Video Views » 98k
  • Engagements » 24k