Jason C. Miller’s Post

🚀 Do you know how to maximize your creativity in the marketing world? You can achieve this with just one word: references. 💡 That's right! Knowing the best creative work that is moving in the field can serve as inspiration to create functional wonders that allow you to achieve that goal you have in mind. And what better place to see the best references than the Cannes Lions International Festival of Creativity? This year, this festival has impressed us with innovative campaigns that have redefined advertising limits. Among the outstanding winners, one of the most impressive was the Coors Light campaign: Coors Light Out. 👉 The idea for this campaign came after in a baseball game, Shohei Ohtani, one of the best players in history, hit a ball into a large digital advertisement for Coors Light, leaving a black square of fused pixels. This incident went viral, and Coors Light knew how to take advantage of the notoriety by launching a special edition of cans with the iconic black square. They also integrated this element into their outdoor campaigns and on the stadium screens during the next Angels game. A stroke of genius in creativity and opportunity! 🎨✨ Here we leave you the campaign video so you can appreciate this great idea that positioned itself as one of the outstanding campaigns of the festival. Also, if you want to see the complete list of winners, you can do so here: https://lnkd.in/eT8SrTrB. What did you think of this campaign? 🤔 Do you think it is important to take advantage of this type of situation with a brand to enhance its notoriety? Tell us in the comments! Don't forget to follow us to continue discovering incredible campaigns that will help you unleash all your creativity. #PrimitiveAgency #CannesLions #Creativity #InnovativeAdvertising #CoorsLight #ShoheiOhtani #Marketing

💡 References play a crucial role in our industry, helping us raise our standards and think outside the box. That's why they are so important! Recently, the Cannes Lions International Festival of Creativity showed us impressive campaigns that redefine the limits of advertising. From Primitive_Agency [m/wbe Certified], we wanted to highlight the innovative Coors Light campaign: Coors Light Out. This campaign stands out not only for its creativity but also for its ability to turn an incident into a golden opportunity. 🏆 Knowing and learning from these works is essential to continue growing and offering the best to our clients. Do you agree? #Creativity #Marketing #CannesLions #References #PrimitiveAgency #Innovation

🚀 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

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

An idea can come from anywhere. Where do ideas come from? Are they born from a boardroom with a product or service being launched, with snacks, or from hours of persona studying from focus groups, with even better snacks? In July 2023, something happened that I think does a great job of showing how something can create an idea at any time and in any place. Shohei Ohtani, one of the most talented baseball players of this generation playing for the Los Angeles Angels came up to bat and hit a foul ball. The ball hit a Coors Light sign and knocked out a lighted panel, creating a black box over the letter "C" in Coors Light. The game continued, and everyone went home, except for the team at Coors Light. What happened next, no one really knows. But I can promise you one thing: they had epic snacks. Over the next couple of weeks, Coors Light rolled out an aggressive marketing campaign around the city of Anaheim that highlighted the black box over the "C" in outdoor media. Social and Sports media started to talk about it and a newly created limited edition can with a black box over the "C" in Coors on the can, mirroring the incident, and outdoor media was released. The can became an instant hit, selling out and reselling on eBay for 10 times its retail price. When Shohei came back to his home stadium in Anaheim (he's a Dodger now) after this viral hit, all the digital signs had the same little black box over the "C" in Coors Light. This got the attention of their entire Japanese fanbase and created a wave of support to have Coors Light imported to Japan for the first time ever, making it one of the best-selling beers in Japan. All this started from a foul ball. So the next time something sparks an idea, get some folks together who have the same passion as you do and get to work. You might have the next best idea.  Just remember to bring the snacks. Checkout the complete recap of the Coors Lights Out journey

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

This will go down as one of the TOP Sports Marketing Campaigns in history! ⚾️ It all started with a lights-out home run by legendary baseballer, Shohei Ohtani at Citi Field. Learn more about why I and so many others are impressed! 👇🏼 What makes this so iconic? 🍿 ↳ Reactive Marketing at its finest. Yes, it's important to have a strategic and proactive marketing plan, which includes paid, as well as, a mix of organic, BUT the secret sauce is relevancy. As marketers or business owners, it's important to move with the tide. This could have been a blimp in time. However, #Coors saw the opportunity for what it was and created a reactive campaign that will go down in history, as the chance to reach more people. ↳ Limited Edition. Coors took it one step further and created a sense of urgency and humor sprinkled in with the limited-time cans for fans who are closely following the baseballer and the sport. Imagine if you were present for that moment, how cool would it be if you purchased a limited edition Coors can for your friend, family member, etc? You could enjoy it together and remember the nostalgia of the game where and when this home run took place. ↳ Capitalize on Fandom. Let's get real #ShoheiOhtani is an influencer and many are following his game, especially as he recently had a comeback story after his Tommy John surgery. He is also a player to follow who is similarly matched to #BabeRuth. (left-handed hitter and pitcher, that's unheard of) 🤯 ↳ "Unofficial Sponsor of the #MLB." Coors is not the sponsor of the MLB or the baseballer but the amount of people this campaign reached is incredible. This reminds me of when #poppi, the viral beverage brand partnered with Alix for #Coachella. They too were the unofficial sponsor, meaning they capitalized on the event itself and everyone noticed. → https://lnkd.in/dfD5CkwN #japan #sportssponsorship #sportsmarketing #mlbunofficialsponsor #baseballmarketing #baseballcoors #digitalmarketing #reactivemarketing #sportsmarketing

Incident turned Viral! It wasn't a TikTok trend, celebrity endorsement, or the "right" hashtag. This campaign says everything about embracing imperfections and making it your greatest strength. Some of the most influential content creators build solid communities around their weaknesses. It's all about perspective. Even the most controversial films, artists, and behaviors leave a footprint on culture cues. Turning a negatively viewed moment into an opportunity is the same mentality actors, salespeople, and athletes go through at the pinnacle of their career. Relevance isn't always about being the loudest in the room. #MarketingStrategy #TrendingRelevance #ViralCampaign #DigitalMarketing #SocialMediaTrends #ContentMarketing #BrandEngagement

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

Possibly one of the best exaples of reactive marketing! And of course, for such a big corporation, how sometimes things can be decided quickly without three meetings, 5 Power Points and 7 Video calls: https://lnkd.in/eHTV6pmE