The Six Squad Raptors Playoff Party
As the official beer of the Toronto Raptors, Coors Light’s role leading up to the Playoffs was simple: to express their fandom and rally fellow fans and general consumers to get behind the team. This resulted in both sides working together to create a Coors Light-fueled event that principally celebrated the Toronto Raptors and their fans, titled: The Six Squad Coors Light x Raptors Party. The event earned buzz on social media and had over 200 attendees.
THE PROBLEM
Coors Light was lacking a meaningful way to integrate their brand into the playoffs and wanted to directly engage with the Raptors fandom in the lead up.
THE ASK
Create a Coors Light-fueled event that principally celebrated the Toronto Raptors and their fans.
CREATIVE INSIGHT
Fans excitement is heightened during playoffs, but Scotiabank Arena can only hold so many fans.
THE IDEA
The Six Squad Raptors Playoff Party- brought together die-hard Raptors fans and Coors Light lovers at the iconic Longboat Hall venue. A teaser video was released prior to the event to gain hype, which was amplified by in-game brand ambassadors handing out tickets, the inclusion of strategic influencers and teasers on social media.
The
Results
THE Results
This is the power
of partnerships
