“Project: Cold” Case Study
Equal parts product launch, science experiment and social competition, Project Cold vaulted Coors Light to 1-million Facebook fans before any other domestic beer. It also won an FWA, some Webbys and inspired many beer drinkers to invent new ways to chill beer. Because sometimes throwing it in the fridge isn’t enough.
“Project: Cold” Website
Our campaign website heralds the arrival of several new Coors Light innovations surrounding man’s time-tested efforts of getting and keeping a beer cold. We teamed up with some brilliant minds at M.I.T. to conduct and record several scientific experiments, releasing them along with a few additional tongue-in-cheek videos. These ranged from ideal time for a beer to reach optimal temperature when popped into the freezer, utilizing liquid nitrogen, to a Zamboni’s half-time antics. This kicked off a whole slew of submitted Project Cold experiments, as our destination invited users to contribute their own successful as well as epic fail efforts.