Coors has released an app enabling users to select personalise a prank call from Jean Claude Van Damme (JCVD) in order to raise awareness of the beer’s new ‘Damme Cold’ indicator.
The campaign was started by agency VCCP and the app is available on Facebook and the Coors website.
Consumers will also be guided to the app by online and mobile banner ads so they can place a call when on the move. This is set to raise the exposure of the brand through word of mouth and on social networks.
Users enter their friend’s mobile number as well as personalised details like gender and select from a list of nicknames such as “comrade” or “chica”.
During the call, JCVD says he is “not calling to tell you how to get the perfect mullet”, but “to tell you about the New Coors Light ice cold indicator”.
After the call is received, prank recipients will receive a link to download a voucher for a free Coors Light four pack at selected stores, or a free pint at participating pubs.
JCVD also encourages recipients to also ‘Damme Cold Call’ friends.
There is also a prompt for the consumer to view the new Coors Light TV ad online.