Brands, Fan Engagement, Sponsorship 2 min read

How Coors Turned a Broken LED Board Into Viral Marketing Gold

image

In 2023, Coors Beer executed one of the most innovative sports marketing play of the year by transforming a damaged billboard into a viral sensation, demonstrating the power of creativity and quick thinking. During a baseball game, Shohei Ohtani hit a foul ball into a Coors ad at the back of the stadium, leaving a black square on the ballpark’s LED display. Instead of a simple repair job, Coors embraced the moment and turned it into a unique opportunity to engage their audience in ways that traditional advertising couldn’t achieve.

The beer giant quickly altered their existing ads to feature the black square, reinforcing the connection to this iconic baseball moment. They also revamped signage at Ohtani’s home stadium with the clever tagline, “Hits the Spot.” But Coors didn’t stop there. Within 48 hours, they produced limited-edition cans featuring the black square – these sold out in less than 24 hours.

While Bud Light may be the official beer of Major League Baseball, Coors positioned themselves as the unofficial beer of the MLB with this clever, quick-turnaround campaign, turning an accidental mishap into a viral marketing triumph.

A masterclass in agile, relevant marketing.

Similar Stories

logo
image
Sponsorship 3 min read

Adelaide 36ers Partner with TAFE SA

The Adelaide 36ers have formalised a partnership with TAFE SA, aiming to illuminate...

image
Sponsorship 3 min read

Unibet Backs the NRLW Roosters

Unibet Australia, a long-standing partner of the Sydney Roosters, has announced an extension...

image
Fan Engagement 4 min read

Perth Wildcats Launch Believe & Belong Strategy

The Perth Wildcats have announced their "Believe & Belong Social Impact Strategy." This...

View all

It's free to join the team!

Join the most engaged community in the Sports Business World.

Get all the latest news, insights, data, education and event updates.