Vickie Sullivan

Market Strategy for Thought Leaders

Resources  >> Marketing Lessons from Coors Light’s March Madness Campaign

Written by: Vickie Sullivan  |  May 30, 2024

Marketing Lessons from Coors Light’s March Madness Campaign

Coors Light March Madness marketing campaign
Coors Light

I’m not a basketball fan, but that didn’t stop me from loving Coors Light’s funny March Madness marketing campaign. As part of the campaign, the company created a “Countdown to Chill Calendar.” It’s a 21-day advent-inspired calendar “with gifts to keep you chill when your bracket inevitably busts.” For each day of the tournament, the calendar reveals a “chill-filled prize for the college basketball fan.” The campaign was so popular that calendars sold out within two days.

Create a Marketing Campaign That Combines Passion and Humor

The Countdown to Chill calendar is a fantastic example of using your market’s passion with humor to get attention. Want to try the same thing? Here are two things you must consider:

• Acknowledge the situation. The calendars were part of the Coors Light “Don’t Let Your Bracket Bust You” campaign. The key here: Don’t get too serious. In B2B markets, this is a unique opportunity to apply humor to a pet peeve in your market. So, think about a pain point (difficult co-worker perhaps) that can use some levity.

• Make the solution small and fun. In a world where serious remedies are everywhere, a funny but handy “tool” can stand out. With the calendars, it was the “a little help, please” candle. Ask yourself: What small thing can acknowledge the annoyance but also get a chuckle?

Keep in mind that tapping into passion can be effective in tiny ways, too. If you have a client who is a big fan of something, sending them a timely tongue-in-cheek message or trinket can solidify the relationship.

Caring about something is what makes us human. And celebrating that with humor can build connections that go beyond business transactions.


Listen: When Is the Best Time to Inject Humor into a Situation 


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