THE ADVERTISING &
DESIGN CLUB OF CANADA
Critical Reinterpretation of Coors Lights 'Giving Guys The Ultimate Bragging Rights' by Direct Mail
"While thousands of fantasy football leagues exist, none tapped into the insight of why guys actually play fantasy sports: They do it to brag about who is the biggest football genius."
However, a significant opportunity lies in targeting a key demographic essential for relevance in today's society – women.
In the realm of sports marketing, the Challenge factor represents an often-overlooked demographic of women, presenting Coors Light with an untapped opportunity for unique engagement in a growing market and demographic.
Every week fans competed at CoorsLightFootball.ca to win what they really wanted: Ultimate Bragging Rights! Each prize promoted the winner and drove fans to CoorsLightFootball.ca to play.
Direct Mail's "Giving Guys the Ultimate Bragging Rights" (2016)
WHY WOMEN - In the realm of sports marketing, the Challenge factor represents an often-overlooked demographic of women, presenting Coors Light with an untapped opportunity for unique engagement in a growing market and demographic.
1. Current marketing tactics geared towards women, such as the 'Pink It and Shrink It' method, fail to meet the specific needs and preferences of this whole demographic.
2. Women comprise 49% the NFL's viewer demographic (NASSM), representing almost half of their viewers, but are often overlooked in many marketing tactics.
3. Women comprise 38% of Fantasy Football players, growing 16% since 2019 (FSGA) promising a growing market interest.
4. The Fantasy Football market comprises of about 50 million players, valuing $28 billion, with a CAGR of 9% to 2027 (BRC) showcasing promising financial opportunity.
Similarly, the primary motivation for women participating in fantasy football is the desire for bragging rights – the Challenge to actively compete and triumph over male opponents in a predominantly male-dominated space where women are often overlooked.
A significant obstacle preventing women from entering the realm of fantasy football is the challenge of locating a suitable league. Many women express reservations about joining this space due to its prevalent male influence, and the difficulty of finding a team that will accept them.
Strategy Proposition
XM
Pre-season, Coors Light to host intimate events with various on-premise accounts, encouraging women to join, connect with fellow football enthusiasts (or even beginners), and create/ join teams on-site through CoorsLightFootball.ca.
By offering infrastructure support, including tablets to streamline account creation, we aim to link the positive experience while enjoying a gifted Coors Light, fostering community engagement and brand affinity.
MEDIA
Leading up to the fantasy football season, social media and Out-of-Home (OOH) platforms will host ads, encouraging women to join fantasy football and leveraging our Challenge insight.
Throughout the season, weekly social media highlights will showcase triumphant individuals, such as women and others underrepresented in the demographic (LGBTQIA2S+), based on specific points collected through the app. These selected winners will enjoy a 'unique bragging right,' prominently featured on social media and integrated into OOH advertisements as a central element of the campaign.
An example of a past winner's exclusive ‘bragging right’ is the display of their chosen photo and personalized phrase on a downtown Toronto billboard, showcasing their fantasy football success on week 4.
Here is a quick mock up of what I envision the revised media ads to appear as promoting inclusivity and diversity within the realm of fantasy football, while still offering unique bragging rights
We recognize a compelling opportunity within the fantasy football market—tapping into an untouched demographic of women that holds immense potential, supported by promising figures and a unique 'challenge' insight.
By embracing this innovative approach, we not only break new ground in the industry but also contribute to a more inclusive sports marketing landscape for women.