Coors Light: Chill Train
Open the game- Brand
- Coors Light
- Objective
- Engagement
- Industry
- Food & drink
- Agency
- Wildlife
Objective
Coors Light brought its iconic beer train back to Super Bowl LVIII to drive engagement and create a unique fan experience. The brand aimed to connect with viewers by offering 100 consumers a chance to virtually board the Chill Train and be featured in the broadcast commercial, blending celebrity entertainment with participatory marketing.
Solution
The campaign used a real-time ticketing system where fans competed to grab a virtual seat on the Coors Light Chill Train. Winners submitted photos that were then incorporated via CGI into a slow-motion version of the Super Bowl ad, placing them alongside celebrity guests including LL Cool J (as conductor), Lainey Wilson, and Kirk Herbstreit. The experience combined gaming mechanics with instant-win prizes including Game Day Bundles (65-inch TV plus $580 prepaid card), branded mini-fridges, and limited-edition merchandise. The 30-second spot aired during Super Bowl LVIII in February 2024.
Results
100 winning passengers were featured in the broadcast advertisement. Additional engagement metrics and sales impact were not publicly disclosed.
