One Extra Second: How Coors Light Turned New Year’s Eve Into a 1 Second Cheer.
(A Smart Use of Technology, Timing, and Togetherness)
New Year’s Eve is supposed to be that perfect moment — fireworks, cheers, friends close by. But for most people, the countdown gets hijacked by glowing screens, thumbs flying to send “Happy New Year!” messages before the clock strikes twelve.
Coors Light saw an opportunity to change that. And in 2016 — a leap year — the universe handed us a rare gift: one extra second to celebrate. The mission? Make sure that second wasn’t spent staring at a phone.
The Challenge
That final second of the year is pure magic. But too often, it’s lost to push notifications and frantic texting. Coors Light wanted drinkers to actually live it — beer in hand, friends in sight — not hunched over a keypad. The challenge was clear: get people out of their screens and into the moment.
The Strategy
Instead of telling people to “put their phones down,” we used the phones before the party even started. We built a mobile-responsive platform where fans could pre-record a one-second toast ahead of New Year’s Eve. These mini videos were then automatically sent to friends via MMS during that extra leap-second — no app download, no last-minute fumbling.
It was the perfect blend of tech convenience and real-world connection. Plan it now, live it later.
The Execution
We launched the platform in the weeks leading up to New Year’s, giving Coors Light drinkers simple prompts and a reason to participate: be the friend who’s already said “cheers” before the clock hits midnight.
From heartfelt wishes to funny faces and ice-cold can clinks, the one-second videos captured every kind of personality. And because they were scheduled ahead of time, that last second of the year could be spent exactly as intended — beer raised, not phone raised.
The Results
The numbers proved the point:
13,100+ one-second videos created in just 4 weeks
1.9 million organic impressions
20% jump in engagement
Coors Light didn’t just own the extra second — we gave it back to the people.
The Takeaway
Sometimes innovation isn’t about doing more — it’s about freeing people to feel more. The Coors Light Mobile Experience turned technology into a tool for living in the now. And on a night built for memories, that’s worth raising a glass to.
