The dynamic #PimpMyProfile Coors Light campaign provided consumers engaging with the brand on Twitter the chance to have their profile pictures taken to the next level. Individuals were asked to Tweet the account with an image of their choosing and three facts about them and in turn the creative team working on behalf of the brand created customized profile photos infused with over-the-top graphics that celebrated their interests.
Conceived as a means to amp up brand loyalty in 20-something ladies and gents, the personalized action-packed images were positioned as sure-fire Tinder fodder that would increase the individuals chances of getting swiped right.
The small digital sentiment goes a long way in establishing a positive relationship between brand and consumer. In turn, the campaign assures discerning millennials concerned with being viewed as merely a "number" by the brands they patronize.