Molson Coors owned beer brand Coors Light has launched a multi-channel #DontWait campaign to offer consumers the chance to bid for a range of experiences and trips.
The Coors Light List, created by VCCP and Molson Coors, is a socially driven campaign which pushes the new Coors Light #DontWait mantra based on the belief that ‘life is richer’ when you don’t wait.
The campaign features a microsite where a range of experiences, including experiencing zero gravity in Florida and going on moose safari in Portland can be won.
Consumers can register for as many experiences as they want, integrating with Facebook to choose which friends to take with them.
The campaign will be supported by an outreach campaign via Coors Light’s Facebook and Twitter channels and online film trailers that ‘comedically hero’ those who didn't enter the competition.
Ali Pickering, Coors Light brand director said: “Coors Light doesn’t believe in just waiting for something good to happen. Born in the Rocky Mountains, a land known for its extremes, we want our consumers to live and breathe our adventurous heritage and adopt this in their everyday lives. #DontWait is our antidote to the ever present fear of missing out that is so pertinent to our millennial target market. ”
Coors Light are also using the platform to elevate its sponsorship activity with tickets to be won to forest music festival Zoo Project, the Warehouse Project in Manchester and nationwide Spartan Obstacle Race.
The campaign creative, trailers and site design was created by VCCP, while a digital media plan was devised by Zenith Optimedia.
#DontWait serves as a follow up to Damme Cold Stories which launched earlier this year starring Jean Claude Van Damme.