Razorfish client MillerCoors continues to introduce product innovations during a recession, including the draft-beer box discussed July 29 in The Wall Street Journal. My employer Razorfish has helped MillerCoors launch new products, including an advertising experience, “Project:Cold,” that showcases the benefits of the new Coors Light cold activated can. Project:Cold caught my eye because it also demonstrates how a company can make a brand more authentic by incorporating natural consumer behaviors instead of pushing top-down messages.
Project:Cold employs a rich microsite to raise awareness for the Coors Light cold activated can (which uses a special ink to turn the mountains on the can from white to blue when the beer is cold enough to drink). The site uses videos and 3-D functionality designed to appeal to young males of drinking age. A few highlights:
- Consumers watch how the mountains turn blue by virtually playing with a 3-D image of a Coors Light can. Depending on where you click on the can, little surprises emerge. For instance, a “Know Your Cold” feature reveals practical tips to turn beer cold, such as using a wash machine full of ice to give your beer cans an ice bath.
- A series of tongue-in-cheek videos shot with “cold experts” has some fun with the do-it-yourself ethic for making beer cans cold. In one video, a scientist combines ice with an industrial strength paint shaker to make his cold activated can “Cold Certified.” Another video offers an inventive use of a gelatin mold to chill beer. Moreover, consumers are invited to vote on whether they believe an approach is Cold Certified. The site also makes it easy for consumers to share the videos on Facebook.
Using a paint shaker to get your Coors Light Cold Certified
To create the microsite, the Razorfish team was inspired by watching consumers naturally play with their beer cans — like the real-life videos that beer enthusiasts often post on YouTube to show their homemade solutions for chilling beer, or consumers who treat their Coors Light cold activated beer cans as devices for experimentation. The account team saw what everyday people were doing and wondered — what would happen if we asked people with science or engineering backgrounds to make their own videos? Enter the people depicted in the videos.
Results since Project:Cold launched in June:
- The videos are driving engagement. The average time spend on the videos is more than 3 minutes.
- The interaction rates with the Project:Cold creative are 50 percent higher than the average for the overall Coors Light summer campaign.
Project:Cold is also an example of building a brand with an experience that has no expiration date, as opposed to a one-time campaign. To be sure, MillerCoors and Razorfish are relying on a strong media campaign to raise awareness for Project:Cold. But the media campaign supports the experience.