APP

Coors Light

An Easter egg hunt for beer

Coors Light

In the 1940s, the Coors Brewing Company introduced a beer called Coors Light. It was a lager that was lighter in body and calories compared to its heavier predecessor, Coors.

The advertising for Coors Light highlights the quality of the beer as the most refreshing place on earth. The brand leans into the mantra of cold, and that the coldest beer is best.

Challenge

In 2015, Coors Light set out to refresh their marketing, so they opened the floor to a multi-agency pitch competition to see who could come up with the best ideas. Anything went and the best work would win.

While at Deutsch LA, I was the lead designer challenged to design the next big idea in big beer.

Pitch Approach

Since Deutsch LA had an integrated digital department (and our competition didn’t) we had a leg up. We knew we wanted to do something new, fun, and add a social element that would help build brand affinity and loyalty. Geolocation was fairly new at the time so that felt like a great place to start.

The Idea

We created Virtual Tap, an augmented reality app that allows you to compete with your friends, or the world, to find and collect virtual beer taps and bottle caps for points. These points could then be redeemed for rewards and prizes.

App Designs

We began with a fun 1-second intro for the loading screen before we took you immediately to a dashboard.

Let’s Find a Tap

We aimed to create a clean and interactive interface that carried through the concept of cold when it felt applicable.

Switching to Camera View

A Really Cool App

The interface froze over the closer you got to a tap. This became a fun “hot – cold” feedback mechanism.

Your Collections

Even though you were hunting for Coors Light taps you could collect and discover custom caps from brand challenges and active partners.

Rankings

Compete with the world or just your friends. Rack up points to get on the scoreboard.

The End

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justingrahamiam@gmail.com