“Anytime is Playtime” is a mobile idea. We matched media behaviour with brand content and designed a highly engaging mobile gaming app called The Coors Light Great Rocky Mountain Game.

The user directed a sled downhill and having reached 1km won a free Coors Light pint. To ensure we got closer to these guys, advertising support on rental websites, travel apps, radio apps, and Facebook search was all tailored to the site context.

We ensured the game was social using Facebook connect for registration. Users shared achievements or gifted pints to friends. We used outdoor media to target mobile moments.

In 12 weeks we achieved 55,000 app downloads – 2/3 were from males, reaching number 2 in the Irish App store.

I million games were played, delivering on average 26 minutes of engagement per user.

We increased trade activation from 100 outlets to 900 bars and 1,750 off-licenses.

Of those that won a free pint, research shows that 79% ordered a second – a commercial win for the brand and trade.

While Budweiser and Miller declined, we grew total usage from 34% to 39% - beating our target of 36% - selling an additional 2.3 million pints.

Brand involvement amongst men grew from 15% to 20%, beating a target of 18%.

In 12 weeks, we moved our drinker profile from 2/3 females to nearly 50/50 female to male – proving the power of mobile to hyper target and grow our young male consumers whilst not alienating our female drinker base.