The Backstory
When you watch any sports game, you are constantly consuming advertisements and playing right into a brands marketing strategy. That is how genius marketing has become, you’re not doing anything but you are constantly consuming their brand. For example, at a MLB game there are LEDs that wrap around the field so that in-person spectators as well as broadcast watchers can see and consume the ads that get played on it. Coors is a perfect example of one of these companies, but they took it to the next level.
Let’s Look Closer At a Previous Coors Campaign.
During a baseball game between the Los Angeles Angels and the New York Mets back in August of 2023, a player for the Los Angeles Angels, Shohei Ohtani, hit a foul ball. This foul ball ended up damaging a Coors Light LED advertisement.
This left the company in a unique position, and they capitalized on it, launching a brand new marketing campaign, and one of their most memorable. Within 48 hours of this incident, the “Lights out” campaign was quickly released. They released special-edition Coors Light cans that mirrored the black box from the damaged LED billboard. The swiftness and creativity of this marketing move grabbed a ton of attention. And the best part? All of this attention was cheap, with no big paid media or big endorsement check.
This move by Coors Light was a unique approach, but the perfect response. While most brands would have tried to downplay it or stay silent, Coors was loud and brought all the attention to incident, and it played out perfectly for them. This is what more brands need to incorporate, which can be hard. It also requires a random incident.
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