Coors
Turning Cold into Connections
with Gamification
As alcohol brands face tighter restrictions across Europe’s emerging dark market, Coors needed a way to reinforce its ‘Cold Activation’ can story while building a rich first-party data asset through engaging ,compliant consumer activation.
Our Challenge
We created a scratch-card style game, promoted via email, social channels and QR codes in bars and off-licences. Players scraped ice from a virtual fridge door to reveal five Coors cans; if three or more showed blue mountains, they won branded merchandise, with daily prizes throughout. The mechanic reinforced the Cold Activation message by linking play directly to product benefit. The game drove exceptional engagement with over 200,000 registrations, delivering rich, permissioned first-party data and strengthening Coors’ cold refreshment positioning
