Coors Light Original Content Marketing Campaign

Coors Light Original Content Marketing Campaign

My idea for an original content marketing campaign is for Coors Light to host an online contest on Instagram called the

Coors Light Fun in the Summer Contest.

Contestants will create original creative videos showcasing themselves enjoying cold refreshing Coors Light in fun and unique ways while enjoying all that summer has to offer. Contestants will first need to follow the Coors Light Instagram Page and then upload their videos using #funinthesummer.

This campaign will help Coors Light with brand awareness as well as increase their number of Instagram followers rapidly in a short amount of time.

Examples of creative videos could be: Zip lining while enjoying a Coors Light, 5 people chugging a Coors Light and then doing a back flip into the lake or slip and sliding down a hill on an inflatable while drinking a Coors Light.

Outrageous but not illegal activities will have the best chance at success.

The top 200 winners from across Canada and the United States will win free airfare and all-inclusive accommodations on the Coors Light Cruise Ship for a 4 day party in the Caribbean featuring popular bands and DJs.

The target audience would be Canadians of legal drinking age. Most entries would probably be made by individuals in the 19-35 range, but all entries are given an equal shot.

We will be promoting this contest across multiple social media platforms such as Facebook, Twitter, and Instagram as well as running a 30 second commercial on television during June and July. 

We are looking for 1,000,000 entries between June 1 and July 31.

This campaign will be featured in the heat of the summer when cold refreshing beer is in high season. 

The additional promotion showcasing Coors Light as a fun party beverage during the summer will be great for the brand’s image while helping to increase summer beer sales although this promotion is not asking anyone to buy anything. Just like the ice bucket challenge went viral on Facebook we hope the Coors Light Fun in the Summer Contest will be the talk of the nations this summer.