We’re committed to making sure every person with a tongue gets ice cold refreshment like a blast of cold mountain air, with every single bottle, can or pint of Coors Light they put in their hand.

– Coors Light

Coors Light cares about cold. To enjoy the World’s Most Refreshing Beer™ from the Rockies, you need optimum conditions.

Enter, Ice Cave – the latest experiential marketing campaign by the brand, inviting ravers to enjoy a cool night out (-5°C, to be precise).

And our social media experiences are adding a whole extra dimension for the duration. We’ve got a Polaroid Station rigged up at the mouth of the cave, and a GIF Booth just inside, to capture the shivvering ravers in all their glory.

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Birmingham Mail

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Centenary Square in Birmingham will play host to the Cave until Sunday. Entry’s free but book ahead to avoid disappointment (and a night spent at boring room temperature).

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So, what are you waiting for? Wrap up in a thermal cape and enjoy a crisp Coors Light, in a fridge. Upcoming (and yes, cool) new DJs like Ronnie Loko and Soph Robbo are bringing the tunes, and we have the social media magic covered.

It’s day three, and Charles is already a hardened Ice Cave Raver:

This is a great example of perfect, on-brand experiential marketing. It makes complete sense for Coors, aligning seamlessly with their mission statement and brand identity. It’s brilliant to be able to add a social element to the activation. Everyone’s loving it.

– Charles, EventsTag man on the ground

What’s the best bit of experiential marketing you’ve seen recently?


ABOUT THE AUTHOR

Kiera Sweeney

Copywriter and novice hiker.

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