Through a strategic partnership with Univision Communications, the Fanaticos del Frio series is the first branded TV show to air across Spanish language programming. In order to fully engage with the Hispanic M21-34 target and drive traffic to FanaticosdelFrio.com,:60s Coors Light branded TV vignettes are aired during the highest rated hour on Univision to promote the week’s Liga MX lineups.

Once fans enter the digital platform, they are able to access Liga MX Mexican Soccer content and create and share their own content. To increase engagement, Coors Light utilizes its Spanish-language website and in-game features for additional promotional opportunities. Digital media also reaches fans through mobile and online pre-roll, homepage takeovers, and support banners to encourage guys to participate, while increasing brand recognition. Kick off events are held at the beginning of each season to create an experiential marketing aspect, adding to the campaign’s holistic experience while driving brand affinity.

The broadcast campaign is delivering extraordinary results. Thus far it has generated 34 million target audience impressions, outpacing competitors’ ratings by over 15% while adding interaction with the site and social media complements. Digital integration led to the acquisition of over 50,000 Facebook fans and mobile engagement that exceeds the industry benchmark by 76%. Additionally, average time spent on our pages is 400% higher than the Univision average.

The campaign’s 2.6% sales improvement within the target market contributed to Coors Light’s success of becoming the #2 beer in America in 2012, dethroning Anheuser-Busch from owning the nation’s top two beer brands.