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We all know that nothing comes close to the ice-cold refreshment of a Coors Light but, in their latest campaign, Coors Light is offering customers the chance to take part in some SUBZER-0° Adventures.

From Ice Caving in Salzburg, to Bobsleighing in Innsbruck and even Snowmobiling in Lapland, the campaign encourages fans to pick up a promotional pack of Coors Light for the chance to win an avalanche of prizes worth a cool £1million.
Ali Pickering, Coors Light Brand Director, comments: “We know that our target audience are adventurous and want to make the most out of life - whether it’s trying out a new sport or activity at home, planning an action packed holiday or dreaming of a trip to see the Northern lights. We’re excited to be able to offer Coors Light drinkers the chance to win an amazing SUBZER-0° Adventure to tick off their bucket list this year.”

The campaign will run across TV and VOD, and is supported by a number of short videos on Vine, Facebook, Twitter and online. Shot in stop animation style by VCCP KIN and Director and Vine Artist Supashakes, the videos highlight some of the epic SUBZER-0° adventures on offer.

VCCP Kin’s Creative Director, Chris Lawson adds – “Vine is a great platform to reach our target audience and it gave us loads of creative scope to demonstrate the brilliant adventures that could be won. By using the Coors Light bottle as the star of the show through stop animation, the product and promotion can naturally be at the centre of the activation on social media without it feeling forced.”

SUBZER-0° Adventures follows the successes of Coors Light’s previous campaigns, Ice Bar, Do the Damme, Damme Cold Stories and The Coors Light List, over the last 18 months.