At A Glance
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?
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.
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.
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.
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.
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%