Coors Light wanted to drive sales in on-premise locations. With sales slipping they realized the way to drive incremental consumption could not come from traditional programs alone.

 

Working with my team, we created a program for Coors Light that allowed bars to partner with charitable programs to drive volume and do a little good at the same time.

 

Each account would utilize social media and the partner to drive traffic to the bar at a particular time. Each time a patron ordered Coors Light, they could see their money going towards a cause they care about. Every time the draft handle was pulled, patrons saw the glass fill up. When the bar filled the virtual glass, not only did they do some good for a cause they cared about, but they also earned an extended happy hour with Coors Light as the hero. Bar owners drove volume in a different way, and the brand created a little goodwill at the same time.