The Xbox platform created a perfect channel to reach our 21+ audience. For an alcohol brand, being able to not only target our legal drinking consumer, but actually restricting access to those users logged in under 21, was critical in allowing us to make the game.

Introducing Coors Light Refresh-Men -- an 8-bit brawler-style video game available exclusively on Xbox 360. Players take control of the Refresh-Men through five levels of action-packed, old school gaming, venturing into the Rockies to retrieve Coors Light and delivering them to thirsty people in need of refreshment. Of course, evil forces have taken over the mountain, so getting the ice-cold beer is going to take some skill. A light storyline keeps the action moving and each level climaxes with an epic boss battle. Players also compete for high scores based on the number of Coors Light collected and delivered.

Coors Light Refresh-Men was the most successful branded game to run on Xbox’s platform, with 140%+ more time spent than any other Xbox ad or mini game. Over 300,000 people played the game -- and of those, 102,000 played it all the way through. Average playtime was a whopping 12 minutes and 50 seconds.

Click-through-rates were as high as 2.18%. That’s 200%+ higher compared to other alcohol competitors. Refresh-Men also received earned mentions across YouTube, Facebook, Twitter, Vine, Instagram and various gaming websites. Multiple gamers even made full-game video walk-throughs online -- in multiple languages.