Launching the freshest entrance to Snowbombing with Coors

The Challenge

Coors was the official beer partner of Snowbombing 2023, the original mountain music festival in Mayrhofen, Austria.

We were tasked  to amplify Coors’ sponsorship of Snowbombing event through influencer partnership, while being challenged to bring to life Coors’ ethos of ‘Keeping it Fresh’ but also produce engaging content that wasn’t only interesting to those attending the event, but telling a story that brought humour and entertainment to those who weren’t attending the event.

The Solution

Switching the Rockies for the Alps, Coors was on a mission to show festival goers and its followers how the brand would ‘do Snowbombing differently’, by creating the freshest vibes on and off the slopes.

Aiming to hero the brand and the event that resonated with their target audience, a creative theme was launched to sit across two briefs that was given to five influencers – Make a fresh entrance to Snowbombing.

To bring this to life, we hosted a gig in a gondola, surprising Snowbombers with  a live performance while they travelled up the mountain.

We also brought our returning Coors ambassadors to Austria to let them in on a snowboarding lesson taught by an Olympian.

The creative thread for this was subtle and intended to give an overarching theme to content, rather than feeling like an overly explicit link between the two content ideas. This allowed content to stand alone and explore different parts of the of the festival, while still landing a similar message.

Partnering with a range of influencers, from Pete Wicks and Sam Thompson to Jamie Nicholls and Eats Everything we were able to capture more than 30 pieces of content that were seeded out during and immediately after the event.

The partnership also included an on-pack promotion, which influencers shared with their followers, taking them on the full Coors x Snowbombing journey.

The Results

5 creator partnerships; 13 pieces of paid content on IG; 17 pieces of organic content on IG.
1.84M Unique accounts reached through influencer content.
4.1% Average organic in-feed engagement.
All coverage received a positive sentiment to the brand.