Puerto Rico enjoys one of the longest winter holiday seasons in the world. The season starts after Thanksgiving and extends three weeks into the New Year. Traditions include parrandas, a local version of holiday caroling, and the eight- day Octavitas celebration in January.

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HOLIDAY
CAMPAIGN

2. HOLIDAY CAMPAIGN
Overview
Puerto Rico enjoys one of the longest winter holiday seasons
in the world. The season starts after Thanksgiving and
extends three weeks into the New Year. Traditions include
parrandas, a local version of holiday caroling, and the eight-
day Octavitas celebration in January.
During this season, locals forgo the beaches of Puerto Rico in
favor of mountain exploration. The 2018 Coors Light Holiday
Campaign was designed to welcome the holidays while
encouraging consumers to get out and explore some of
Puerto Rico’s hidden gems. The theme “De las montanas,” or
“From the mountains,” would serve as foundational messaging
throughout the campaign.
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3. HOLIDAY CAMPAIGN
Digital Objectives & Goals
The team began the planning process by identifying the key objectives and
supporting KPI’s for the digital components of the campaign.
OBJECTIVE
S
GOALS
Associate the brand
with the Explorer
Mindset
Reach +60% of young
consumers (18 - 24)
with campaign content
Reconnect with
core consumers
through a custom
content strategy
Reach 15% of 25+
consumers with
campaign content
Generate excitement
among consumers
while growing our
Instagram community
Generate 200+ pieces
of UGC while growing
our Instagram
community by 15%
(540 followers)
Increase sales in
selectedaccounts
during the Holiday
period
Sales increase of +5%
during the campaign
period versus last year
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4. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Campaign Phases
The campaign was broken down into
three primary phases that began in
November of 2018 and ended in a
massive celebration of the holiday
season in January.
We’ll look at some key executions from
each of these phases in the next
section.
PHASE THREE:
THE SUMMIT
Celebrate the climb
with the adventure of a lifetime
PHASE TWO:
THE CLIMB
Activate consumers and
drive them to points of sale
PHASE ONE:
BASECAMP
Introduce the holiday campaign
and overall theme to consumers
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6. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Setting the Stage
Having just completed a very successful Summer
Campaign, the team had to transition to a completely
different tone for the holidays. They used this as an
opportunity to celebrate the birthplace of Coors Light while
also tapping into local pride:
This TV spot which was running on local television. The
digital team leveraged the asset, using paid media to
ensure this foundational content reached the majority of
the digital audience.
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“We are Coors Light. We come from the mountains
of Colorado to refresh the mountains of Puerto
Rico during the holiday season.”
WATCH VIDEO

7. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Content Sets the Tone
To help reinforce the themes of exploration
(mindset) and cold refreshment, the team
developed assets that featured Coors Light
against the backdrop of Puerto Rico’s
majestic mountains.
Simple in execution, but effective in helping
to associate the explorer mindset and the
birthplace of Coors Light in a locally relevant
way.
Post copy was straightforward, encouraging
consumers to simply get out there and
explore the land.
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8. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Content Sets the Tone
And explore they did…
With virtually zero prompting from the
brand, consumers took to the mountains and
began posting their own Coors Light
inspired images.
The team aggregated some of best and
shared them on their Facebook page giving
props to the author.
This offers us an important lesson in local
pride: Taking a global messaging framework
and applying it within the context of local
culture is a powerful and effective motivator.
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9. HOLIDAY CAMPAIGN DIGITAL STRATEGY
From The Mountains We Come
To ensure absolute ownership of the campaign theme, the
team obtained license rights to a very popular local
holiday song - “De las Montanas Venimos” (From the
Mountains We Come).
Custom lyrics were written and this digital asset was
created to help celebrate the spirit of the music while
educating consumers on the Coors Light inspired version
of the song.
The asset was promoted extensively on digital and would
prove to be key throughout the campaign.
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WATCH VIDEO

10. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Heading to the Mountains
Where the first phase was about setting the tone for
the campaign, the second was focused on getting
consumers off of their couches and encouraging them
to explore the beauty that is Puerto Rico.
The primary execution for this phase was a party bus
that would head into the mountains with a lucky
group for an unforgettable holiday celebration at key
points of sale.
With three party buses planned for Phase Two, the
team invited a group of local influencers for the first
trip. Their intent: Capture the energy of the adventure
to help promote the remaining two events.
This video recap of the first event provided valuable
content and would begin building excitement and
anticipation for the next two trips.
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WATCH VIDEO

11. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Heading to the Mountains
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WATCH VIDEO WATCH VIDEO WATCH VIDEO

12. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Growing the Instagram Community
As one of the campaign goals was to grow their
Instagram Community, the team leveraged an
Instagram follower mechanic to give away
tickets for the remaining party buses.
Through promoted posts on Facebook they let
consumers know that by following Coors Light
on Instagram they’d automatically have a
chance to join the next party.
An extremely simple mechanic that asks very
little of the consumer but provides the brand
with tremendous value. It also helps
communicate that Coors Light appreciates their
fans and rewards them accordingly.
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WATCH VIDEO WATCH VIDEO

13. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Plotting The Journey
Routes for each of the buses were
carefully planned. Each trip ascended
the mountains and stopped at several
venues during the day-long adventure.
Itineraries were shared through social
posts, and each used to again promote
the Instagram follower mechanic.
Each post highlighted strategic points of
sale in the mountains (adding value to
our customers) and helped further
associate the brand with the explorer
mindset.
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VISIT URL

14. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Amplifying Exploration
Photo albums, video recaps and Instagram stories
were all used to capture the energy from each of
the Phase Two events.
Attendees were encouraged to capture their own
experiences and share across their networks
using the hashtag #DeLaMontanaVenimos
(From The Mountains We Come).
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WATCH VIDEO VISIT PROFILE

15. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Core & Pilot Executions: Growth Strategy

16. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Leveraging BOTS: Pilot Executions
Coors Light is always focused on innovation. For
the Holiday Campaign, they provided each venue
along the party bus route with a custom coaster.
Coasters were handed out with the purchase of
Coors Light, and consumers could engage with
them on the spot using their mobile device.
Scanning one of the coaster codes with a mobile
device would launch a BOT (an autonomous
program that can automatically interact with users).
The BOT would welcome consumers into the Coors
Light family and in return, would get back a list of
nearby Happy Hours where they could enjoy an
ice-cold Coors Light.
CURRENTLY BOT IS NOT ACTIVE

17. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Leveraging BOTS: Pilot Executions
For the Holiday Campaign, they provided each venue along the party bus route with a custom coaster.

18. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Leveraging BOTS: Pilot Executions
Leverage on offline – print price posters to push discovery
and usage of BOTS on key venues.
Leverage on Spotify – to push discovery and usage of BOTS – grow CMS for later push notifications.

19. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Audience Segmentation: Core Executions
It’s also important to note that the team wanted to
direct the majority of campaign content to the 18-24
audience. But in the process, they wanted to ensure
they didn’t alienate their core consumer (25+).
To solve for this, they created a detailed
segmentation strategy - with content around party
buses and mountain activations being targeted at
the 18-24 y.o. with more traditional Happy Hour and
brand equity content being delivered to the 25+
target in urban areas.
While Marketers are so focused on capturing next
generation consumers, it’s important to not forget
about your established consumers who are key to
the ongoing success of the brand.
18 - 24 Y.O. TARGET
(Content Sample)
25+ Y.O. TARGET
(Content Sample)
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20. HOLIDAY CAMPAIGN DIGITAL STRATEGY
The Main Event
If you’ve ever climbed a mountain, you know
reaching the summit is a significant
accomplishment. To help wrap up the 2018
Holiday Campaign with an unforgettable
experience, Coors Light brought just such a
special moment to explorers across Puerto
Rico.
High atop the mountains of Naranjito, with
spectacular views of the surrounding island, sits
“Asador San Miguel” - A premium venue that
would serve as the location for the final event
for this campaign.
ASADOR SAN MIGUEL, PUERTO RICO
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21. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Gaining Access
There were only a few ways to gain access to
this exclusive event - You had to either be a
celebrity, a reporter or a follower of Coors
Light on Instagram. How’s that for exclusive
access?
The team continued to to use the ‘follow us on
Instagram’ mechanic as the primary means to
give away tickets to the final event.
This ‘low barrier’ approach makes it very
simple for consumers to participate (in that
we’re not asking too much of them), but also
helps grow our community of brand loyalists.
In effect, we’re providing something that no
one else can to our community. We’re making
them feel ‘in the club’.
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22. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Event Activations (Digital)
Ultimately, we want to turn our consumers into
our best advocates - or marketers.
To that end, the event was full of activations that
encouraged guests to capture and share their
experiences.
In addition to cool photo opportunities, the MC was
actively encouraging attendees to capture and share
these great memories.
As you’ll see from the examples here, the content
captured and shared by consumers was gold. Not only
did they have an incredible time, but they let their
networks know that they did so with Coors Light. From
a marketing perspective, that’s simply invaluable.
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23. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Event Coverage
Outside of digital, the event was
covered extensively by local press,
media outlets and influencers.
Sticking within the digital realm, the
team created this incredible recap
video to help the memories live on
while providing some fantastic content
that will help kickoff the 2019 holiday
season later this year.
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24. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Campaign Results
And while numbers and KPI’s are great, take a look at just a few of the images posted by
consumers during the campaign… Besides the KPI’s, do YOU think Coors Light
encouraged consumers to celebrate the explorer mindset?
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25. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Campaign Results
So how’d they do? The team hit each of their key goals for the campaign.
STATUS GOAL NOTES
Reach +60% of young consumers (18 - 24)
with campaign content
Campaign content designed to celebrate the Explorer
Mindset while encouraging exploration was delivered to
152k consumers, approximately 61% of this critical
audience.
Reach 15% of 25+ consumers with custom
campaign content
Content promoting Happy Hours in urban areas as well
as brand equity content was delivered to 176k
consumers, or approximately 22% of the total audience
matching this segment.
Generate 200+ pieces of UGC while growing our
Instagram community by 15% (540 followers)
Delivered 314 pieces of UGC and added almost 700
new followers to our Instagram community.
Sales increase of +5% during the campaign
period versus last year
Realized a median 7% increase in over prior year!
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26. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Campaign Results
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27. HOLIDAY CAMPAIGN DIGITAL STRATEGY
Any Learnings?
A UNIFIED EXPERIENCE IS KEY
This has become old hat for Coors Light. Their campaigns consistently set the bar in digital and continue to help
generate growth over plan. Early in the planning process, they bring ATL, BTL, Digital, Sales and Marketing
teams together to ensure a true 360 campaign that delivers a consistent experience regardless of the audience
touchpoint.
EMOTIONAL CONNECTIONS PAY OFF
Being “Born in the Rockies” is clearly a very powerful message. But what about someone who’s never even seen
the Rocky Mountains? By associating the Coors Light brand messaging with local mountains in Puerto Rico, the
team was able to celebrate the heritage of the brand while putting it in context of something local consumers
could relate to and be proud of.
AUDIENCE SEGMENTATION & PILOT PROGRAMS ARE A POWERFUL TOOL
As marketers, we tend to focus the majority of our energy on recruiting “next generation consumers.” Sometimes
at the risk of forgetting about those who already know and love the brand. The segmentation strategy used in this
campaign helped avoid that trap. In fact, content for the 25+ audience reached 176k consumers, or 22% of this
important audience – keep innovating!
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