Increase engagement among the young consumer segment.

Challenge: The welcoming of a new year is a special moment many people miss while on the phone sending best wishes to others. New Year’s Eve in 2016 was extra special because it was a leap year, which means it had an additional second. Coors Light wanted to make sure people celebrated that last second of the year with a bear in hand, not a cellphone.

Solution: We developed a mobile responsive platform that allowed Coors Light drinkers to pre-record “one-second” toast before New Year’s Eve and schedule those toasts to be sent to their friend through MMS automatically, during the last second of the year. All without having to download an app.

Audience: 18 – 25 years old, self-motivated, men and women, with a spirit of determination. They believe life is a journey and they like to celebrate along the way. They are challenged with the current economic situation and how it affects their life (spending, outings, etc.).

Messaging: Welcome the New Year with a beer in hand not a cell phone.