What can you dream up that brings a silver bullet to life? A big silver train that hurtles through the countryside!Beer drinkers entered to ride the Coors Light Silver Bullet Express (SBE), a tricked-out party train, through the Rockies.

Broadcasting from a train through the mountains posed technical challenges. So the team leveraged transmission capabilities, website, mobile and television channels of THE SCORE, a popular sports network.TV promos, digital pop-ups, the Score ticker content, hourly journey updates, a first ever Crowdreel, Facebook content and Twitter feeds, were all designed to drive broad engagement up to and during the journey.

Not only did the SBE provide an experience the target audience yearns for, it brought the brand name and iconography to life in a dramatic and memorable way.• Purchase intent increased among 52% of consumers exposed to the campaign (Millward Brown)• Sales outpaced the category by a margin of 3.5 to 1• All recall measures scored above norm (Millward Brown)• 82% felt the SBE was an outrageously fun experience• 70% agreed it made the brand more appealing (double the norm)• It was the highest ranking beer campaign of the spring (Millward Brown)