Recently Christine Overby and Shar VanBoskirk of Forrester Research speculated that a recession is the best time to innovate — a theme of the 2009 Razorfish Client Summit and a position taken by BusinessWeek and WIRED. MillerCoors is the latest example of a company that proves the point. Rather than retreat during recessionary times, MillerCoors is plowing ahead with the launch of a new product, the cold-activated can. And my employer Razorfish is helping MillerCoors through a bold digital marketing campaign.
As reported by Stuart Elliott in The New York Times, at the heart of the campaign is a playful website, the “National Glacier Tracking Center,” that allows you to follow the progress of a dramatic cold front in the Rockies that causes (make-believe) glaciers to break free and launch themselves across the United States. You can follow the paths of the glaciers as they work their way to major U.S. cities in time for the launch of the cold-activated can on May 15.
The message: Coors Light is pretty freaking cold.
But the microsite is just part of the effort. Content from the site will also be reproduced as banner ads on properties such as ESPN.com, Pandora.com, and Weather.com.
A glacier menaces Manhattan
As Razorfish Creative Director Tim Sproul mentions to Stuart Elliott, the campaign is all about making an emotional connection with the consumer. Rather than explain the innovation behind the cold-activated can, the campaign uses humor to associate Coors Light with a refreshing break from the heat. It’s an approach that Razorfish has employed many times for MillerCoors — for instance, the creation of a comedy video series, Callin’ It a Day, designed to raise brand affinity with young men of drinking age.
MillerCoors has something in common with Intel. Both companies have worked with Razorfish to launch new products during a recession — the cold-activated can for Coors, and the Core i7 microprocessor for Intel.
Who says innovation has to wait until an economic turnaround?