CHALLENGE: Take Coors Light out of the Rockies and create a relevant connection with multicultural millennials.
INSIGHT: When it comes to hometown pride, urban millennials are in the culture of celebrating the mountains they've overcome in the places where their climb started - Home.
SOLUTION: Develop a music & lifestyle platform that goes deeper into the story behind Hip Hop culture and shares the brand’s story through aspirational creators.
Commonground Marketing (Now Ten35)
Creative, Digital, Video, Social & Experiential Campaign
Website
My roles: Account Management; Strategy; Project Management; Experiential Management
Team: Mark Graham, Lauren Ingram, Schylerr Gilmore, Shawn Gadley, John Casmon, Terrell Cooper, Shari O’Bryant, Fred Brown
Brand: Coors Light
Media Partners: Shazam, Attract Media (TouchTunes)
Soundtrack reFRESH
As an extension of the Coors Light reFRESH brand campaign, we developed a music & lifestyle platform that celebrates hip-hop's native sounds and the DJs that blast those city sounds into cross-country prominence through the #CLreFRESH social tag.
Digital Content Hub
Award-winning interactive map
To amplify the Soundtrack experience, we partnered with TouchTunes jukeboxes and gave consumers access to free music credits, our DJ collective, exclusive #CLreFRESH playlists and a refreshing tour through hip-hop's influential sounds, all at the tip of their fingers.
*Winner of 2015 MediaPost Digital OOH Awards*
MediaPost Digital OOH Best Digital Based Platform
MediaPost Digital OOH Best Restaurant/ QSR Execution
Experiential Events
To increase sampling and bridge the gap between on- and offline engagement, we planned & executed 15+ concerts and events with surprises like guest appearances, live graffiti walls, recording booths, photobooths and t-shirt printing stations throughout.
We showed up over the course of four months in the following cities:
Atlanta, GA Los Angeles, CA
Charlotte, NC Baltimore, MD
Miami, FL Philadelphia, PA
Chicago, IL New York, NY
Digital Content Series
To chronicle the traveling music program, we also produced a docuseries centered around live city-to-city Soundtrack shows.
Each video in the series follows one Soundtrack DJ sharing how their city's sound refreshed and is still refreshing the state of hip-hop.
