creating and promoting content across Coors Light’s digital channels for the NBA program.

Summary: The efficient use of online platforms such as Facebook, Instagram, and Twitter (among others) has become critical in establishing richer relationships with our consumers. A study* shows that audiences who have established an emotional connection with a brand spend on average 23 percent more than those that do not. Therefore, we should strive to lead the beer industry in digital brilliance. We know that done right, digital can help cherish your business and make it more difficult for our competitors to gain and/or take market share. This obliges us to rethink how we leverage digital as a strategic component of our overall marketing mix.

Moving forward, you’ll see a deep focus on how digital gets integrated in a broader communication spectrum to help us all learn and accelerate our journeys together. It is critical to note that Facebook, Instagram, and Twitter are only three of many online platforms available to you. It should not be looked at as an end-all solution - rather a key tools in your overall marketing toolkit. Remember, digital is no longer a mandatory presence that can be managed in our spare time. The opportunity is far greater, and together we can help establish Coors Light as the digital leader in the market.