Author CKSK

At A Glance

3M+
Games
Played
150,000 +
App
Downloads
50:50
Shift in
Drinker Profile
Exceeded
All Sales
Targets

Strategy / Creative / User Experience / Interaction Design / Application Development / Content / Social

The Most successful branded beer app ever

Coors Light’s mobile platforms year-on-year success has been well documented. With over 3M games played, for long periods this platform was ranked Number 1 in the Games category of the App Store, with a game being played every 6 seconds. Do we have the starting gender split?

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Commercial Challenge

Coors Light outside the USA has a commercial challenge unique to the light beer category – attracting young male drinkers to a lighter drink. CKSK were engaged to undertake a design process that would attract young men without alienating existing, loyal drinkers.

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Research

CKSK research teams identified mobile as the primary channel to engage young males and casual gaming as the fastest-growing time segment of usage. With this clearly defined behavioral trait and demographic insight, CKSK set out to develop a gaming platform that would engage the target demographic on their turf and reshape attitudes towards Coors Light.

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Technology Solution

CKSK UX and gaming teams developed The Great Rocky Mountain Game app – a world of mobile gaming set in the Great Rocky Mountains, the home of Coors Light.

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Gaming & Prizing

Gaming teams ensured the game was ‘as good as’ a commercially available game on the app store, however to further encourage game play, performance was linked to prizes that were exclusively unlocked in the on-premise after successful rounds of play.

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SUMMARY

Supported by a fully integrated campaign above the line and featuring mobile innovation through geo-location technology, out-of-home digital media and mobile-specific social media activation, The Great Rocky Mountain game exceeded every KPI and fuelled the continued growth of Coors Light.

  • Male to Female drinker profile shifted to 50/50 within year 1.
  • Over 150,000 app downloads.
  • 3 million gameplays in total.
  • Sales targets exceeded by 50%

FEATURED IN

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