Coors will allow the public to vote on the winner of a branded beer battle on social media with a real-time data ad break on Channel 4.
Landing during Celebrity Gogglebox tonight (12 July), the winners of the rap, the Coors Light ‘That’s Cold’ championship - will be revealed following the results of a live public vote during.
Viewers will first be prompted to vote for the performance of either Doc Brown, London Hughes or Tash Demetriou, crwoning them as the 'Coldest of All Time’.
The ‘That’s Cold’ campaign was created and devised by Zenith in collaboration with Channel 4. The rap battle style championship launched in April 2019 across selected Channel 4 and E4 programmes, It has also been promoted on idents for the Coors Light sponsorship of Refreshing Comedy on 4.
The competition will come to a close on Friday in three ads. Viewers have been voting for their favourite battler across social media. Viewers will vote for their favourite battler, and the live results will be captured from across social media channels. The second ad will update on the polling figures and the third will reveal the winner.
This will be the first time that a poll has been used in this way during a primetime Channel 4 ad break.
4Sales have worked with the interactive agency, never.no, to develop the live vote mechanic. Furthermore, it was supported by out-of-home (OOH) buys with assets created and produced by The Outfit.
Angus Mitchell, agency and client sales leader at Channel 4, said: “We’ve worked with Zenith, The Outfit and never.no to produce this innovative and dynamic campaign for Coors Light that combines the reach of Celebrity Gogglebox with the power of social media giving the audience the chance to choose their winner whilst interacting with the brand.”
Bruce McGowan, head of content partnerships at Zenith UK, added: “This media-first execution not only effectively tied-in several different elements – television, out-of-home, social, talent and sponsorship – but it also evolved the Coors Light partnership with Channel 4 and its success is a testament to the brand and the quality of the idea.”