When Jean Claude Van Damme took distressed denim to the dancefloor last year, a legend was born. This time round, it’s your turn to bust a move.
In our latest social activation campaign for Coors Light, we see JCVD ‘Do the Damme’ and practice some kick-ass dance moves back in the beloved Ice Bar we watched him craft last year.
The campaign runs across social channels including YouTube, Facebook and Twitter, and encourages Coors Light fans to challenge their friends to emulate JCVD’s moves and even throw some shapes of their own. And the grand prize is pretty Damme good: the chance of winning a tutorial guide signed by the man himself. If you’re rhythmically challenged, not to worry – Coors Light are also asking fans to submit potential names for JCVD’s iconic moves!
Alongside this, we also relaunched Coors Light’s UK website, www.coorslight.co.uk. Dynamically displayed video, image gallery and blog formats form the basis of the new site, all of which are easily refreshed and updated. It also features a breadth of new, exciting content specifically tailored towards the brand’s 18-34 year old target market.