After two years of owning the Federación Mexicana de Fútbol (FMF) property rights in the U.S., Coors Light wanted to leverage the sponsorship in a new, compelling and “ownable” way, while securing additional features and displays.
The FMF 1st Division soccer fan does not get to feel the thrill and rush of a live game because of the geographic distance, so he craves a more robust and authentic experience here in the US.
Coors Light helped Latinos Go for Super Cold!/¡Alcanza la Gloria! by experiencing the moments of heightened excitement that occur week-to-week during each match. ¡Alcanza la Gloria!/Go for Super Cold! featured a weekly engaging and interactive Quiniela (soccer pool, just like the ones in Mexico) promotion that only Coors Light, the official sponsor, could deliver – in–store, online and via mobile. Elements included TV, digital, mobile, OOH, PR, radio, experiential (with player appearances), and POS/merchandising.
The promotion was a glorious success. All metrics were met and the program was integrated into all consumer touch points.