Coors Light Peaked with Púca

Coors Light Peak is a series of free music events in shipyards and ports of 5 cities in Ireland held between September and November 2009. Coors Light wanted to expand their marketing campaign by integrating mobile into the mix, thus allowing them to build a mobile database and allow people to instantly apply for tickets in response to the promotions.

All outdoor, press, instore and bar promotions incorporated a text response mechanic and a dedicated mobile internet site, m.coorslightpeak.ie, was created to capture respondents contact details, register them for free tickets and in doing so track which promotional channels they were responding to.

Coors Light Peak events were also promoted using clickable banners across mobile internet portals such as Vodafone Live! and 3, reaching thousands of targeted mobile internet users who could to register for tickets and sign up for future promotions via the mobile site.

The overall campaign and series of nationwide events was extremely successful, generating thousands of responses and building a rich database of active mobile users for Coors Light.