- Challenge -

The first-ever beer loyalty app launched to engage with younger legal-aged 21+ audiences and gain new customers. We were trusted to help solve the following questions:

• How do we grow app downloads?

• Can we increase app usage?

• Can we raise social media engagement for the brand across social channels?

• How do we elevate awareness of a new app within grocery, convenience stores, bars and restaurants?

- Opportunity -

Who doesn’t want to get rewarded for drinking beer?

By downloading the Coors Light XP app, users earn points by purchasing specially marked product packs and posting photos on Instagram, Snapchat, and Facebook.

The more a user engages with the app and Coors Light social channels, the more points the user earns towards awesome rewards like unique VIP NFL, NBA, MLB, NHL, NCAA experiences, concert tickets, limited edition apparel, BBQ grills and YETI coolers.

- Solution -

Awareness of the app was driven by a robust bilingual English/Spanish media plan of digital ads, social media content, and influencer promotions. We hired, trained, and supervised a bilingual Spanish brand advocacy team that promoted the app to consumers at retail, special events, and bars/restaurants.

We wanted to have users learn about and download the app at relevant times so we taught restaurant & bar staff about the app to help promote the app to their customers. Buy-in from all levels of the brand team, distributor partners and on/off premise sellers were key in driving the success of this cross-channel marketing campaign.

Once we grew our user base we wanted to share relevant content to our users through push notifications, email and geo-targeted social media content.

- Results-

• User app downloads increased by 500% during the duration of the campaign.

• Engagement across brand social media channels increased by 250%.

• User engagement was so significant that the loyalty program was added to 80% of Coors Light product packaging sold nationally on display, a significant increase from the initial 15% of product originally tested.

• Younger, drinking age 21+ consumer interactions surpassed initial estimates at a rate 10x higher than the initial goal.