Coors Light shares Valentine’s love on Facebook

Nothing says Valentine’s Day like a cheeky card that admits the sender is looking to get lucky. As part of a Valentine’s Day execution for Coors Light, the beer brand created several e-cards aimed at its millennial target market. The cards – which include sentiments like “Consider this a 3AM call, in card form” and […]

Nothing says Valentine’s Day like a cheeky card that admits the sender is looking to get lucky.

As part of a Valentine’s Day execution for Coors Light, the beer brand created several e-cards aimed at its millennial target market. The cards – which include sentiments like “Consider this a 3AM call, in card form” and “Thinking of you, and your stupid girlfriend you should totally dump” – are available to be shared on Coors Light’s Facebook page and are being promoted through Facebook’s “sponsored stories.”

Another part of the execution, which was created by Molson Coors Canada’s social media team and DraftFCB, shows a little love to the fans that interact most with the brand on Facebook. The company chose the 10 people that participated most with content on the page – whether through likes, comments or sharing content – in the second half of 2012 and penned personalized Valentine’s Day poems for them.

One poem, written for a devoted fan named Jonie, starts off “Jonie, sweet Jonie, You’re the ice to our zamboni.”

Adam Moffat, director of digital and social media at Molson Coors Canada, said the poems are being posted as status updates to the Coors Light Facebook page.

The goal is to build an even stronger personal connection with those top engagers, said Moffat.

Overall, the execution is Coors Light’s way of “returning the love our fans give to us in a timely, on brand way,” he said.

Brands Articles

On The Move: Changes at IPG Mediabrands and Ari Agency

A weekly update of who's headed where in Canadian marketing and communications

Rogers forms Elevate to offer creative agency services

Company plans a data-centric approach to differentiate from competitors

Uniqlo dips its toes in Canada’s cutthroat retail sector

Japanese apparel retailer hopes its appeal-to-all business model appeals to Canadians

Former Bensimon Byrne director strikes out on his own

Hadi Teherany opens Adelaide Park to help connect sports stars with brands

Tim Hortons pays it forward

Coffee chain giving away 10,000 free coffees in 10 days

Manchu Wok contest aims for ‘share of mouth’

Wok of Fortune promotion sees higher participation levels in its second year

LG Canada partners with celebrity chef Chuck Hughes

Appliances maker hopes to inspire Canadians to cook like a chef at home

Tangerine releases followup to ‘Hard Work’ brand anthem

Online bank takes a more product-focused approach with new spot