1. Our advertising for the past 2 years has been centred on JCVD’s inability to get close to the ice-cold refreshment of a Coors Light – the indicator allows people to know when the beer is at its most refreshing temperature.

2. Storytelling is at the heart of our campaign and using mobile as a way to tell the story directly to consumers felt the best way to increase our campaign reach and make real headway in the trial of the product given the launch of the new packaging innovation.

The 4 week campaign received an incredible response, with people revelling in the idea of getting JCVD to cold call their pals. Below is a snapshot of the topline results:

• Organic fan acquisition increased by 47%

• 3% uplift in positive brand sentiment

• +160,000 interactions with app

• 61% of app users accessed via mobiles

• Over 65,000 calls placed

• Over 21,000 gift backs from nominees

• 36.26% voucher redemption (over 20,000 packs of Coors Light)

• Coorslight.co.uk became the most visited website in the beer & lager category throughout June and July

• Coorslight.co.uk became the 7th highest ranking FMCG website in UK