Coors Light’s Reactive Marketing Approach Bats a Home run

Capitalizing on Real-Time Moments: The Power of Reactive Marketing

By: Elena Melikian, Account Services Intern

In the fast-paced world of marketing, seizing the moment can often make the difference between a campaign that fizzles out and one that goes viral. Coors Light, in collaboration with their agency, recently demonstrated the power of reactive marketing in response to an unexpected event involving Angels player Shohei Ohtani and a Coors Light billboard at Citi Field. This incident not only sparked creativity but also exemplified how brands can capitalize on real-time moments to engage with their audience and generate buzz.

Back in August of 2023, a routine baseball game took place between the Angels and the Mets at Citi Field. During the game, Ohtani, known for his powerful swings, hit a ball that ended up damaging a digital billboard displaying a Coors Light advertisement, resulting in a black square of dead pixels on the upper left corner of the billboard. With pictures and videos circulating on social media shortly after, the brand sprung into action to leverage the moment. They decided to add that distinctive black square to the same left-hand corner on limited edition Coors Light cans sold online. The limited-edition cans, priced at $17 each, quickly became sought-after collectors’ items, further fueling the buzz surrounding the campaign. The highly sought-after commemorative cans quickly sold out online, surpassing expectations before the shipment date. With that immediate success, they went a step further; the brand incorporated the now notorious black square into beverage wraps and stadium signage at the Angels Stadium during a home game against the Mets, as well as integrating them into their social media, all accompanied by the tagline “Hits the spot.” What could have been a simple mishap turned into an unexpected opportunity for Coors Light and their team.

This commemorative can wasn’t just a gimmick; it was a testament to the power of reactive marketing, a marketing approach that is becoming increasingly popular in today’s digital landscape. By embracing the unexpected and tapping into the cultural climate, Coors Light was able to create a product that resonated with consumers. Reactive marketing involves responding to real-time events, news, topics, and trends to engage with audiences on a more immediate and personal level. Brands adopt reactive marketing strategies to remain in sync with their audience and maintain relevance. By being agile and adaptable, brands can position themselves as relatable, fostering deeper connections with their audience.

Coors Light’s commemorative can campaign exemplifies the power of reactive marketing in action. By seizing the moment and turning an accident into an opportunity, they demonstrated the importance of staying agile and responsive in today’s ever-evolving marketing landscape. As brands continue to navigate the digital realm, embracing reactive marketing strategies can be a game-changer, allowing them to connect with audiences in meaningful and memorable ways.

Image Source:

AdAge, COORS LIGHT COMMEMORATIVE CAN REPLICATES THE BILLBOARD SHOHEI OHTANI SMASHED WITH A FOUL BALL, Sep 06, 2023