Coors Light created a smart beer tap dubbed 'The Coors Light' that aims to #RefreshTheConversation. At the Super Bowl this year, Bud Light questioned some of the ingredients used in Coors Light beer and Coors Light wants to turn the attention back to beer drinking without obsessing over every ingredient. When The Coors Light beer tap detects Bud Light sharing negative activity on social and broadcast-media channels in real-time, it lights up and shares free Coors Light beer with people in the bar. The smart beer tap will soon be appearing in bars across New York, Philadelphia, Dallas, Omaha and Las Vegas.
Long-standing feuds and rivalries between brands are now being acknowledged in various marketing campaigns by brands with bold, unapologetic spirits that daringly call out the tactics used by their direct competitors.
Smart Beer Taps
Coors Light's Light-Up Beer Tap Dispenses Free Beer in Response to Competitor Ads
Trend Themes
1. Brand Rivalry Acknowledgment - Brands are acknowledging long-standing feuds and rivalries in their marketing campaigns to create bold, unapologetic spirits that call out their competitors.
2. Real-time Response Marketing - The use of smart technology, like the Coors Light beer tap, allows brands to respond in real-time to competitor activity on social and broadcast-media channels.
3. Enhanced Customer Experience - Smart beer taps, such as The Coors Light, enhance the customer experience by rewarding them with free beer based on their interactions with competitor brands.
Industry Implications
1. Beverage - The beverage industry can capitalize on brand rivalry acknowledgment to create bold marketing campaigns that differentiate themselves from competitors.
2. Technology - The technology industry can develop innovative solutions like smart beer taps to enhance customer engagement and real-time response capabilities for brands.
3. Hospitality - The hospitality industry, specifically bars and restaurants, can implement smart beer taps to not only provide an enhanced customer experience but also generate buzz and attract more patrons.