In May 2024, during a baseball game, Los Angeles Angels’ star player Shohei Ohtani accidentally hit a foul ball that struck a Coors Light advertisement on the outfield wall. The impact caused some damage to the digital billboard, leaving a black square where the can of Coors Light should have been. That’s were the campaign Coors Light out campaign begun.
Campaign Overview
The Challenge :
This unexpected event could have been a negative publicity moment for Coors Light. A damaged advertisement is not typically seen as a good thing.
The Response:
Instead of ignoring the incident, Coors Light embraced it with a humorous and creative campaign.
Campaign Execution :
- Social Media Buzz : Coors Light capitalized on the viral moment by acknowledging it on social media platforms like Twitter.
- Humorous Spin : They used the hashtag #CoorsLightsOut and created memes and jokes about Ohtani “turning out the lights” on their ad.
- Limited Edition Cans : Coors Light even produced a limited edition can design that replicated the exact look of the damaged billboard, with the black square where the can should be.
- Positive Reinforcement :Â The campaign celebrated Ohtani’s talent and highlighted the durability of Coors Light cans (with a humorous twist).
Impact and Results
- Free Publicity : The campaign generated immense online buzz and positive media attention, all at essentially no cost.
- Social Media Engagement : Fans and consumers actively participated in the #CoorsLightsOut discussions, further amplifying the campaign’s reach.
- Brand Image :Â Coors Light’s quick thinking and witty response solidified their image as a fun and relatable brand.
Lessons Learned
The Coors Light “Lights Out” campaign demonstrates the power of real-time marketing and a positive brand attitude. By turning a potential negative situation into a humorous opportunity, Coors Light gained significant free publicity, strengthened their brand image, and showed their ability to connect with their audience in unexpected ways.
