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

Raptors in real time: How Sport Chek captured the playoff run

Marketing strategy reflected historic game outcomes in minutes

Wendy’s gets fresh with lemonade

Campaign for new menu item focuses on making the most of the summer

Canadians embracing ethnic eats (Survey)

But how can food brands respond to popularity of world cuisine?

Indochino hires Michael Mayes as first-ever creative director

Vancouver-based firm mandates exec to "bring brand to life"

Saks Fifth Avenue plans Calgary store opening for January 2018

Move follows openings in Toronto earlier this year

Telus introduces #TheGivingEffect

Telecom hopes to inspire Canadians to give back with feel-good campaign

Medium.com has a message about community management

The content platform is a case study in user engagement for CMOs

Airbnb’s Chip Conley wants to make room for other execs

Who better than a former hotelier to court the corporate traveller segment?

Martha Stewart’s big, fat, marketing miss

C2 Montréal 2016's closing speaker kept her best secrets to herself