coors light: Given Coors Light was no longer the official beer sponsor of the NFL but still needed to sell gallons of beer to thirsty football fans, we were asked by Razorfish | Portland to concept some sort of promotion. That turned into a weekly social media musical event and eventually a smartphone app. Tough part was, we didn't have any football footage to design the work around. Life gave us lemons. We made beer sounds come out of people's phones.
Our work for Coors Light attempts to own our idea of beer:30-the time every NFL Sunday when NFL fans crack their first beer- but bring these fans together in celebration of kickoff. Our idea was to create an event each week on Facebook by recruiting popular bands to sing their take on the (as yet unwritten) Crack the Cold anthem each of the 16 weeks. A push notification sent just before kickoff reminds Coors Light Facebook fans what band is playing the song each week, then takes them straight to the FB page to watch and crack a beer with millions of other football fans-all at the some exact time.