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COORS LIGHT: THE CHILL THRONE | COMMUNICATIONS STRATEGY


In anticipation for the 2023 college football season, our friends at Coors Light wanted to make a splash. Year after year, tailgates have become more and more decadent and intense: flat screen TVs, fully loaded grills, and crazed fanatics jumping onto folding tables. However, with all of this tailgating innovation, one thing has been left behind: the seats. The dinky little folding chairs simply aren’t cutting it anymore.

Introducing The Chill Throne. Full equipped with: A cup holder that chills your Coors Light to the perfect 36-degrees, a beer can tap so you can pour your fellow fans a cold one, a built-in cooler to keep the mountains blue all game day long, and a seat warmer to warm your buns late in the season, an authentic stadium turf foot rest to feel like you're in the game. Annndddddd bluetooth speakers to pump up the whole tailgate, a back massager for any pre-game jitters, a wireless phone charger to recharge your phone while you recharge, an actual table for those flimsy tailgating plates, foldability for better portability, and a hidden handle and tiny suitcase wheels for easier transport.


We kicked off by partnering up with College Gameday legend, Kirk Herbstreit, who gave it a royal thumbs up by posting a handful of promotional assets to his personal social feeds gassing up the throne and all it had to offer. Then we sent a Throne to the guys at Pardon My Take who integrated the Throne into their podcast and social content for the month of September. They were kind enough to promote the Throne across their channels and even auction their one of one Throne on eBay at the end of Week 4 of CFB. Over 100 folks ended up bidding on the PMT throne that eventually sold for over $3400, with all proceeds going to charity.



The Chill Thrones sold out in 2 minutes. And not long after, we saw one lucky buyer trying to auction their Throne on eBay for a ridiculous markup.






AGENCY:
Droga5


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