Chilling in the Bay – Creating a Giant activation

To position Coors Light as a true local fan, Jack tapped a well-known SF Bay Area artist, Jeremy Fish, to create a custom, multifunctional mural wall within the Coors Light Cove branded destination at Oracle Park. To garner buzz around the installation, Jack developed an integrated 360-degree amplification program inclusive of paid social, organic social, experiential activation and use of existing sponsorship assets including an NBC Sports Bay Area broadcast feature and an in-game scoreboard feature. In addition, we hosted a mural unveiling event during the Giants vs. Padres game. The experience consisted of an artist meet and greet, a social sweepstakes for a chance to win prizes including tickets to the post-season, a photobooth engagement and branded freebies given to consumers in the space. Jeremy Fish also handed out limited-edition, signed screen prints of the mural to lucky fans who engaged with the mural. To ensure everyone in the stadium was aware of the mural and the onsite experience, a scoreboard feature with our combined video content was played with a CTA end card during the 2nd inning of the game.