The idea was borne out of media insight and had a mobile center. We matched media behavior with brand content and designed a highly engaging mobile gaming application called The Coors Light Great Rocky Mountain Game. The user directed a sled downhill and having reached 1km they won a free pint.

For 12 weeks, we activated the game through advertising, digital, trade, PR and social media channels with a single call to action to download and play. To get closer to these guys, we were context relevant. Text ads delivered to iPhones grabbed attention by using language they could relate to. A heavyweight mobile and digital display campaign on rental websites, travel apps, radio apps, Facebook search all targeted context with tailored content.

Users could share achievements via Facebook and gift pints to mates. With mobility at the heart of the campaign, we used transport outdoor to target mobile moments.

We achieved 55,000 app downloads and 1 million gameplays.

Reached number 2 in the Irish App store.

Delivering on average 26 minutes of engagement per user.

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

79% of winners ordered a second pint – a commercial win for the trade.

We grew total usage from 34% to 39% - beating our target of 36% - selling an additional 2.3 million pints. Brand involvement grew from 15% to 20%, beating a target of 18%.

And by year end, 1 out of every 2 Coors Light drinkers were male.