While Coors Light’s fictional Silver Bullet Express has been a key part of its advertising since 2004, Molson Coors Canada brought it to life during a three-month marketing program that concluded last weekend.
It represents a whole new train of thought for Coors Light marketing executives.
The company partnered with VIA Rail Canada to create a real-life version of the Silver Bullet Express that took 100 winners on a three-day trip through the Rockies with stops in Jasper and Kamloops. The seven-carriage train featured an arcade car, cinema car, sports car and a nightclub on rails known as the “Neon Box Car.”
The trip was the culmination of a 12-week marketing program that used multiple media channels to create awareness: specially designed cases featuring shivering cans; on-premise activation through “Coors Light Cold Parties” with a Silver Bullet Express theme and prizes; a teaser TV spot directed by Hollywood director Vadim Perlman (House of Sand and Fog); a homepage domination on YouTube; a dedicated Facebook page and a media partnership with sports specialty channel The Score that included pre-promotion as well as live updates from the train.
“The train has always been part of the brand iconography, but this was the first time we decided to actually bring it to life,” said Barry Alexander, brand manager with Coors Light in Toronto. “The opportunity to actually get on the Silver Bullet Express and ride it through the Rockies was very motivating and engaging.”
The program was intended to appeal to the core Coors Light drinker, which Alexander described as someone possessing a “zest for life,” “creative” and “energetic.”
It originated from a brief sent to Toronto agency DraftFCB 18 months ago. The brewer was seeking what Alexander described as a “killer promotional program” that would bring to life the brand’s attributes of “Rocky Mountain cold refreshment.” MEC oversaw media for the campaign.
While Alexander said that Molson Coors is still tracking the program results, it has already contributed to a 20% increase in the brand’s Facebook fans, who have been “very active” on the page since February.
“One of the things we wanted to do was use this program to drive even better engagement amongst our drinkers,” said Alexander. “Looking at this past weekend and the feedback we’ve been getting, I think we’ve achieved those objectives.”
