Esther Hong’s Post

𝗛𝗘𝗬 𝗕𝗥𝗔𝗡𝗗𝗦 𝗧𝗔𝗞𝗘 𝗦𝗢𝗠𝗘 𝗡𝗢𝗧𝗘𝗦 ✍ Just watched this amazing case study on how Coors Light quickly reacted to an unexpected incident, turning it into marketing gold with their Lights Out campaign, without spending a dime on sponsorship. It's a perfect example of how being quick and trusting your creative folks to do their thing can really make a brand shine. Their speedy response hit it out of the park 🤓 , showing that you don't need a big budget to chase that ever illusive DISRUPTIVE word that gets tossed around zoom calls, just some really clever thinking. Plus, their authentic approach made a real lasting connection with their audience. It's a great reminder that the best marketing moves, as in life, often come from the most unexpected places. Big shoutout to the Coors light team for this strike of genius and inspiring many of us along the way! 🎉 👏 #CoorsLight #BrandStrategy #RealTimeMarketing #Creativity #Innovation #MarketingLessons #Advertising

🚀 How Coors Light Turned a Viral Moment into Marketing Gold In a world where every brand battles for a moment in the spotlight, Coors Light captured lightning in a can – quite literally. When Shohei Ohtani's powerful hit turned a Coors billboard at Citi Field into an accidental icon by blacking out a square of the LED display, Coors saw an opportunity where others saw a mishap. 🔗 Innovative Response: Instead of merely repairing the damage, Coors embraced it. The black square became a symbol, featured in updated ads, limited-edition cans (which sold out in 24 hours!), and even stadium signage that cleverly noted Ohtani's ability to "Hit the spot." 🌏 Cultural Connection: This strategy not only resonated locally but also struck a chord in Japan, leading to the brand’s introduction there for the first time. This campaign exemplifies how understanding and tapping into cultural moments can elevate a brand's presence and relevance globally. 🏆 Award-Winning Campaign: This bold marketing move earned Coors Light multiple accolades at the D&AD, One Show, ADC, and Clio Awards in 2024, proving that creative risk-taking combined with rapid response can lead to exceptional outcomes. 💡 Behind the Scenes: None of this would have been possible without the creative minds at their agency Rethink and the dedicated teams at Coors Light. Their swift and strategic actions turned an unforeseen event into a marketing GOLD. 🍻 Cheers to Coors Light, who reminded us that sometimes, the best response to the unexpected is not just to adapt, but to embrace and innovate. 🤝 Lets celebrate this clever marketing win and the team behind it. What's your take on turning challenges into opportunities? Let's discuss below! #MarketingStrategy #InnovationInAdvertising #CoorsLight #ShoheiOhtani #SportsMarketing https://lnkd.in/gJT8rPfD

Analysis of Coors Light’s Viral “Lights Out” Campaign Coors Light's "Lights Out" campaign, inspired by a viral moment involving MLB player Shohei Ohtani, showcases the power of quick thinking and trendjacking in marketing. Here's a breakdown of the campaign and the key marketing lessons it offers: Campaign Overview: During a game at Citi Field, Ohtani hit a foul ball that damaged an LED billboard displaying a Coors Light ad, resulting in a visible black square of dead pixels. Rather than seeing this as a setback, Coors Light, in collaboration with the ad agency Rethink, transformed it into a creative opportunity by designing a commemorative can featuring the black square. The limited-edition cans were sold for $17, capturing the interest of baseball and beer fans alike. Marketing Lessons: 1. Trendjacking and Timeliness: The campaign's success hinged on its timely response to a viral moment. By quickly capitalizing on the incident, Coors Light was able to maintain relevance and engage with current events, showing the importance of agility in marketing strategies. 2. Creativity and Innovation: Transforming a damaged advertisement into a unique product demonstrates the power of creativity. The black square on the commemorative can turned a flaw into a feature, highlighting how innovative thinking can turn potential negatives into positives. 3. Emotional and Cultural Connection: By incorporating elements of the game and connecting with fans' excitement, the campaign created an emotional bond with its audience. This approach fosters loyalty and enhances brand image by associating the product with memorable experiences. 4. Engaging Visual Design: The simplicity of the can's design, with the distinct black square, made it visually striking and instantly recognizable. Effective visual storytelling can significantly boost a campaign's impact and memorability. 5. Limited Edition and Exclusivity: The limited availability of the commemorative cans added a layer of exclusivity, driving demand and making the product a coveted collector's item. Creating scarcity can be a powerful tool to enhance product appeal and urgency among consumers. 6. Expanding Market Reach: The campaign's virality extended beyond the U.S., sparking interest in Japan, Ohtani's homeland. This highlights how leveraging culturally significant moments can expand a brand’s reach and attract new markets. Conclusion: The "Lights Out" campaign is a stellar example of how brands can effectively leverage unexpected events to create engaging and memorable marketing experiences. By embracing creativity, timeliness, and emotional connection, Coors Light turned a simple mishap into a marketing triumph, demonstrating the importance of being adaptable and innovative in the fast-paced world of marketing. https://lnkd.in/g2c9dy2p #LightsOut #CoorsLight #ShoheiOhtani #BaseballMoment #ViralMarketing #Trendjacking #CreativeMarketing #FanEngagement #MarketingSuccess

I don't normally post about marketing campaigns, but the Coors Light campaign from last year deserves a shoutout. I think it was Matthieu Lamoureux Etienne For context, Shohei Ohtani hit a homer un that damaged an outfield LED billboard displaying a Coors Light ad. The impact left a black square on the screen where the logo should be. Rather than simply repairing the billboard, Coors leaned into the viral moment. They quickly released a whole campaign complete with a black square above the logo. They even wrapped stadium signage at the Angels' next home game to match the "new design." What struck me most was Coors Light's agility in rapidly executing this reactive campaign in an authentic, on-brand way. They embraced the unexpected with creativity and a self-aware sense of humor that resonated with fans. I've considered doing more offbeat marketing stunts before, like locking myself in a box with 1,000 "bugs" to show how we squash them. But those always felt a bit forced. The genius of the Coors Light campaign is that it arose naturally from an unplanned occurrence. It's a great reminder to stay nimble and ready to capitalize on the unexpected. I'll acknowledge that the QA industry is much more serious than beer marketing. Software bugs can potentially cause tremendous issues for users. So we have to be cautious about making light of problems or poking fun at mishaps. However, I am inspired to apply more of this playful, self-aware spirit when appropriate situations arise. A little personality and willingness to embrace the unexpected can go a long way in how we engage our audience and even our own team. I'm not sure exactly what it would look like, but I'm curious to explore more opportunities to inject personality into our QA messaging and marketing. Any fun ideas/thoughts? #CoorsLight #Marketing #QualityAssurance

If an ad doesn’t attract non-customers, is it a good ad? I read this news suggesting that John Lewis Campaign is 'Failing to Land' with non-customers. It made me reflect. When viewers skip at 14 seconds, the first 13 seconds must work extra hard to achieve the objectives. This article from Marketing Week (may be paywalled) made me rethink how important it is to attract non-consumers with ad campaigns. (Here is the link to the article: https://lnkd.in/gHnZnNhX) Applealing to new / non users is critically important for major brands. Here is my reflection 1. The article cites latest data revealing an interesting trend: while John Lewis’ recent ad campaign is resonating well with existing customers, it’s struggling to connect with those unfamiliar with the brand. 2. Despite reviving its famous ‘Never Knowingly Undersold’ price pledge and releasing a new TV ad as part of a Christmas trilogy, the retailer faces challenges in attracting new audiences. 3. A survey showed that an “encouraging” number of people watched the entire ad, titled ‘The Window’. However, on average, viewers tended to skip at around 14 seconds. The short-term sales effects are consistent with John Lewis’ previous Christmas campaigns. 4. Interestingly, current John Lewis customers responded much more positively to the ad compared to non-shoppers. Awareness is step one in predisposing people to a brand. That’s why mass advertising is critical. If an ad goals to appeal to non-consumers, can it be considered a good ad? What do you think? #Marketing #Advertising #Retail #strategy #training Nicholas Di Cuia

Spot the difference? Two (very) different products. Both offer a solution to a problem. Both communicating in the same way. But which one are you drawn too? 😂 = Jack Daniel’s Whiskey ♥️ = Priory Group Therapy #communication #advertising #problem #solution

I am going against the grain here and posting the article link earlier than our EDM, because I am just too excited! Our Marketing Assistant, aka Rebecca Goodsell has penned her very first blog for Peak As her Manager, I am so proud! She has definitely taught me a thing or two! Check out via the link below.... https://lnkd.in/gFRaSK6a #communitypharmacy #peakblog

This labor of love is finally live! Check out the latest 5 on 5 video with Wilson Dow Group & Blue Man Group!

Hi there, It’s Anat, chiming in. As marketers, we understand the power of storytelling in capturing audience attention and fostering brand loyalty. #MinuteMaidZeroSugar's 'Sells Itself' campaign masterfully employs this technique, weaving a narrative that resonates with consumers on a visceral level. It's not just about selling a product; it's about inviting consumers into a world where authenticity and effortless marketing reign supreme. But what sets this campaign apart is surprisingly not John Hamm in a Mad-men-esque suit and tie, its the global reach. Launching across multiple continents simultaneously, Minute Maid Zero Sugar's message transcends borders, speaking to consumers from Tokyo to Toronto. Supported by an extensive marketing push across various platforms, including online video, social media content, and cross-channel partnerships, the campaign ensures maximum exposure and engagement. As we reflect on the success of Minute Maid Zero Sugar's inaugural global marketing campaign, one question lingers: In a world inundated with advertising noise, could authenticity be the ultimate marketing superpower? Let’s talk! I love meeting new people. https://lnkd.in/gPwxTCYe

In the midst of trying to make people laugh, stir emotions, and earn attention in an event like the Super Bowl, and ad still needs to create branded memorability, impart meaningfully different associations, and achieve short- and/or long-term brand predisposition. This year’s slate of ads are entertaining, but the branded memorability piece is challenged: https://lnkd.in/gdCZTYK6 #SuperBowlLVIII