The Coors Light tie-up supports its brand positioning. The effort includes a consumer contest which runs until 17 August 2016.
Coors Light has partnered with American-based active lifestyle network, Outside Television, for the first social engagement campaign by the media company which utilises the OTV Amplifier platform. Aptly titled Climb to the Summit, the push is charging consumers to get outdoors.
Celebrating the outside world as an ideal space to embrace challenges, the initiative focuses on the tough feats people have taken on and how they have persevered. The exercise invites inspired fans to create and share videos of their stories with like-minded individuals across the U.S. for a chance to win.
The grand prize entails an all-expense paid trip to Whistler Blackcomb, Canada, a Mountain Hardwear shopping spree, and having their story featured on Outside Television. OTV Amplifier is a social engagement video platform which enables users to harness social media to generate points for their entries.
The campaign separates itself by empowering and mobilising the contest community. Contestants now have access to an interactive leader board which identifies and ranks participants in real time. Said rankings will help determine the winner and essentially vet them as possible future brand ambassadors.
“We are excited about the campaign; it supports our existing Climb On brand positioning. To partner with Outside Television, who places the same value in community, authenticity, and adventure lifestyle, was a win for us,” said Jen Naye Herrman, Associate Marketing Manager at Coors Family of Brands.