The latest opportunity for Coors Light is for rural consumers. Instead of buying traditional ads, Coors Light will repurpose a portion of its local advertising budget to pay more than 5,000 of its biggest fans up to $50,000 to put their own spin on a Coors Light ad.
The catch is that anyone who wants to be part of this campaign has to create and display the logo: ‘Chill Harder’. “Coors Light drinkers like us and our favorite pastimes too, we can’t wait to see what the next step is. We enjoy them,” said Lauren Schiripa, marketing manager for Coors Light. said Lauren Schiripa, Coors Light marketing manager.
If you want a chance at the prize, you should post a photo of your work on Instagram or Twitter and tag it with the hashtags #ChillHarder and #Contest . The bigger the masterpiece, the bigger the potential payout.
The contest rules state that the winner will receive a grand prize of $50,000 and his or her work will appear on a billboard in his or her hometown. Entries must be received by December 10 to be eligible to enter the competition, and will be judged on size, creativity, permanence and relevance. Payments will be distributed in 2023.
The program is the latest version of Coors Light’s successful three-year ‘Made to Chill‘ campaign. It includes the launch of a suite of localized marketing assets, from new digital and out-of-home ad creative to a ‘Chill Harder’ tap handle, that celebrate outdoor activities and icons, such as ATVs, snowmobiles and pickup trucks.
