COORS LIGHT
KEEPING CALIFORNIA CHILL
INTEGRATED AR CAMPAIGN
The ‘Keeping California Chill’ campaign for Coors Light was a two-year, multi-faceted promotional effort. The campaign engaged consumers by having them scan Coors Light products to unlock a web AR experience. This interactive platform featured the 'Keeping California Chill' AR Bear mascot and was connected to various events, sports teams, and brands, enhancing the user's immersive experience with familiar and exciting elements.
-
CHALLENGE
The primary challenge was creating a captivating and ongoing engagement strategy using the latest WebAR technology. Our experience needed to resonate with a diverse target demographic, integrating with larger marketing initiatives and continually refreshing content to maintain user interest.
-
SOLUTION
The dynamic WebAR experience featured interactive components like face filters, sweepstakes, and monthly AR content updates. The experience seamlessly integrated with sports teams and events, expanding into various marketing channels, including commercials, stadium ads, and point-of-sale displays. Strategic brand partnerships further enhanced the campaign, amplifying its promotional reach.
-
RESULT
Extended for a second year due to its success, the 'Keeping California Chill' AR experience garnered notable user engagement and earned industry accolades. Its impact was amplified through integration into broader marketing strategies, including partnerships with sports teams and other brands. This approach resonated with consumers and demonstrated the potential of immersive technology in creating memorable brand experiences.
MY ROLE (BEAR WHISPERER)
As the XR Director for the ‘Keeping California Chill’ campaign, my involvement was extensive and foundational. I was responsible for overseeing the creative deliverables starting from the ideation phase, including concept development, user experience design, user interface design, sound design, and 3D oversight. Over time, my role evolved into the official product owner over the two years of the project.
In the project’s second phase, I collaborated closely with our client partners at Molson Coors' in order to align a year's worth of content with their marketing goals. I directed a talented team of fabricators, motion designers, live-action directors, scriptwriters, 3D artists, illustrators, and developers to ensure that each update and promotional effort adhered to the project’s creative vision and the high standards set by our brand and client partners. My commitment to the project was strongly connected to overseeing its evolution. I took pride in our team's ability to execute it successfully and make a significant campaign impact.
360º CAMPAIGN OVERVIEW
This video offers a high-level view of the ‘Keeping California Chill’ campaign, emphasizing the augmented reality experience and its seamless integration into the overarching 360 strategy.
THE USER INTERFACE DESIGN
CLEAN | CRISP | MODERN
THE CHILL BEAR
Creating an AR Chill Bear isn't an everyday task, but once done, it marks a point of no return in innovation and creativity. Pro tip: to make a chill bear, you must become a chill bear.
ADDED FEATURES
SPANISH & FACE FILTERS
The 'Keeping California Chill' campaign featured a Spanish-language option and AR face filters showcasing partnerships with sports teams. These included MLB's Angels and Giants, NBA's Clippers and Kings, as well as USC, UCLA, and Allegiant Stadium, home to the Las Vegas Raiders.
BRAND
PARTNERSHIPS
This partnership with Bottle Rock stands as a favorite activation for our team to create and execute. From the moment we presented the concept, its coolness was unanimously recognized. It remains a standout project, not just for its impressive sound design and high user interactivity, but also for the exceptional use of AR technology. Other partnerships included Ray-Ban, Aviator Nation, and Levi's.
PROMOS
30-second AD SPOTS
We produced two 30-second YouTube ads for the two-year campaign, where I led the concept and creative direction. Each ad spot, released annually, was specifically tailored to align with the respective phase of the campaign.
out of home
IN-STORE
STANDEE
My enthusiasm for creative work extends beyond digital, as I enjoy collaborating with fabricators and incorporating physical elements into projects. To reach our loyal consumer base at the point of sale, our team leveraged the 3D chill Bear and created a physical standee. The standee was strategically placed at liquor stores, grocery stores, and Coors Light-sponsored events.
JUMBOtron
& TV BROADCAST
Our team welcomed the chance to concept and create a 'Keeping California Chill' jumbotron ad for the Giants season opener. We also crafted a TV ad banner for the in-game broadcast. While I hadn't initially planned to be featured in the Jumbotron ad, the pressing timeline led me to be part of it. The client and the Giants office complimented us for the creative execution and delivery of the ads.
SOCIAL Promos
Guiding our team with a deliberate strategy, we approached our social media channels with focused intent, ensuring no effort was half-hearted. This collaborative effort involved combining targeted messaging, engaging AR Bear animations, and compelling call-to-actions. The end result was irresistibly engaging content that was sure to captivate anyone mid-scroll.
THANK YOU
I want to thank my client partners at Molson Coors, the many talented individuals at Trigger XR, and all those who made this campaign a success.
CASE STUDIES
VERIZON
COORS LIGHT
NETFLIX
