How can Coors own the chill night in?
Introducing 20coorseven, a 24/7 Twitch stream curated to bring maximum chill.
The content will vary throughout the day: meditations in the morning, craft videos or music to get you through your workday, and activities like drinking games or karaoke to help set the stage for a fun night with friends.
Twitch is the ideal platform, as its core audience closely matches Coors Light’s target. Users also spend an average of 95 minutes on the platform per day – higher than any other social media.
Millennials are watching tv primarily through streaming services, so they can access content when and where they want to. They are also likely to cite TV as their primary way to unwind, so a variety stream created by a brand known for chill should be a welcome source of relaxation.
But we wouldn’t rely on the popularity of Twitch alone to launch 20coorseven; we created a plan to help it gain traction.
Out of Home
Our target audience struggles with FOMO (the fear of missing out). Before people can tune into 20coorseven with friends, they first need permission to have a chill night in. We planned a unique set of OOH ads to validate them.
When someone has their heart set on staying in and needs helping convincing their friends to join them, the Coors ChillBot is here to save the night.
Bribery never tasted so good. Who wouldn’t be more likely to stay in for mozzarella sticks?
A special promotion code from the Coors ChillBot will earn you a free snack on goPuff with the purchase of any Coors product.