Case Study:
Coors Block Party
In April 2017, the NBA and Coors announced a multi-year marketing partnership in Australia.
Tropicool were booked to bring the concept and execute the event through a marketing strategy that included publicity, digital, influencer outreach and guerrilla campaigns.
This was to be Coors’ first ever concept party in Australia, and if the event was a success then there was the potential to roll out a national series in the subsequent years.
The Brief
With this freshly announced partnership with the NBA, the hunger was there to create an event that celebrated basketball and urban street culture. In doing so Coors came to Tropicool to further enhance their original concept by adding layer upon layer on the foundation.
“Both hip-hop and street basketball are extremely prevalent in urban youth culture. While it’s the rap, graffiti, and DJing that are generally associated with the hip-hop culture around America, the outdoor courts, chain-linked nets, and swagged out basketball pinnies are part of the picture as well.” - Erik Johnson, Big Three Sports
A Grand Idea
The day was divided into two large scale activations; focusing on industry and consumers.
Coors Classic:
We transformed a car park into an outdoor street ball hooping paradise. The day kicked off with an afternoon industry mixer, a 3-on-3 street basketball tournament hosted by Australian basketball icon Steve Carfino. This saw retail, hospitality, music heavyweights and influencers battle it out for the Championship title. All players were given complimentary Down ‘n’ Out Burgers and Coors for their participation in the tournament. By creating this tournament all key tastemakers and influencers had product in hand and they spent the afternoon uploading content for Coors.
The Coors Block Party:
The main event followed with live music, streetwear pop-ups, live art installations, food trucks, a barber shop, a braid bar and arcade games. Each component was blasted across social media channels by an exclusive guestlist of influencers, brand partners and online competition winners using the #coorsblockparty hashtag.
The Impact
Max Watts Sydney, the adjacent Paddle Club and carpark were transformed into a hooping paradise featuring multiple decal’d courts with stadium seating, Coors championship pennants and partner branding throughout the venue. The vision was to make people walking into the venue think they were walking into a real NBA game!
A pedestrian.tv activation received 5,000 entries for 500 double passes, with over 1,000 people passing through the doors on a wet Sydney evening in 2017. In 2018 the Coors Block Party returned to Max Watts with over 1000 people attending the Sydney event and a further 350 people rocking up in Brisbane.
Content from the event reached 1.5 million people through the combined audiences of Coors Australia, influencers and brand partners. In 2018 the combined reach exceeded over 2 million people!
The publicity campaign generated a lot of media interest and resulted in some widespread, quality coverage across various media outlets.
Clutch Stats 2017
➜ Combined social reach of 1.5 million people over 24 hours
➜ 20,000 likes across content posted at the event
➜ Press coverage in The Daily Telegraph, Daily Mail, Broadsheet, Urban List, Complex, Boss Hunting, Pedestrian TV and The Sun Herald
➜ Total combined readership: 7,639,389 | Ad value of $113,133
➜ 1000 people through the doors
Clutch Stats 2018
➜ Combined social reach of over 2 million people over 24 hours
➜ 25,000 likes across content post at the event
➜ Press coverage in The Daily Telegraph, Broadsheet Brisbane, Music feeds, The Daily Mail, The Wentworth Courier, Urban List, Life Without Andy, The Edge 96.1FM
➜ Total combined readership: 8,050,200 | Ad value of $68,590
➜ instagram takeover by Rachel Lee Tyler
➜ Average Story Views: 15k | Number of Stories: 12
➜ Rachel Tee Tyler Followers: 363,000
➜ +1000 people through the doors in Sydney and 350 in Brisbane
Testimonials
“Tropicool has worked with us over a number of years in particular on the Coors brand. They have been integral in ensuring we get the most out of our event activations and has helped the Coors brand build awareness in Australia via brand partnerships and influencer marketing. Tropicool has taken the time to find the right connections and knows how to elevate a brand experience so that it is one that is remembered for years to come. Tropicool has felt like an extension of the Coors Marketing team and are able to work in a pressured environment in a professional way.
Tropicool has worked across multiple projects with Coors and Blue Moon and has delivered every time. They take the time to understand the brand objectives then taps into their wide network to amplify our events and generate PR media value well above our expectations. When working on the Coors Block Party, Tropicool was able to deliver over $1 million PR media value including features in mainstream print media and across many influencers social channels.”
Alex Bottomley
Brand Manager (Molson Coors)