In celebration of National American Beer Day, Coors Light launched a Chill Harder Pays Harder program. According to the brand, since inflation is on the rise, "Coors Light wants to put some of its advertising budget into the pockets of its fans who don’t mind a little hard work." Instead of buying traditional ads, Coors Light will pay fans to recreate the 'Chill Harder' logo by carving into a pumpkin, drawing it on a coaster, and more.
The brand will pay 5,000 fans to recreate its logo. or small entries (6–30 inches) 5,000 people could earn $10; for medium entries (50–90 inches), 100 fans could get $500; and to qualify for the title, billboard, and $50,000, fans need to craft a logo that spans 100 inches to 20 feet.
Only one person will be paid $50,000 and named the first-ever Chill Harder Champ for creating the largest and most creative Chill Harder logo – with their work featured on a billboard in their hometown.
“We know times are tough for everyone, we want to put our money into the hands of real Coors Light fans,” said Marcelo Pascoa, Vice President of Marketing for the Coors Family of Brands. “Chill Harder is all about working for your chill, and we want to reward our fans who put in the work. The Chill Harder Champ will get a big payout and become a hometown hero with their work displayed on a billboard in their community.”
What's Driving This Trend
- User-generated Advertising Campaigns
- Offering rewards for user-generated content can be a powerful marketing strategy, especially during celebratory occasions.
- Brand Engagement Through Social Media Challenges
- Brands can leverage social media challenges and contests to create buzz and increase engagement among their followers.
- Creative Partnerships
- Collaborating with consumers and fans through reward-driven creative contests can fuel brand loyalty and social media growth.
Who This Affects Most
- Alcohol Manufacturing
- Alcohol manufacturers can increase brand awareness and sales through innovative user-generated advertising campaigns and social media contests.
- Marketing and Advertising Agencies
- Advertising agencies can help brands plan and execute creative user-generated advertising campaigns and social media challenges.
- Digital Media
- Digital media platforms can help brands extend their reach and visibility by hosting and promoting user-generated content and social media challenges.
