Scotland - 5 Days

​Freshers Week Drinks Activation – Molson Coors

YOURgb EVENTS conceptually created and delivered 5 large scale Student Union Freshers Week Activations for Coors Light in Glasgow (2), St Andrews (2) and Dundee (1), each with a capacity of over 1000 students to spread the love of Coors Light. We delivered an interactive, unique and exciting experience that enticed students to literally get inside the brand by taking part in a nation wide Coors Light Cyclone challenge. We added to the activation with an evening of Coors Light tasters, face paints, branded beach balls, wristbands, free merchandise, shout outs, music and juggling barmen. The event objective was to create awareness and a love of Coors Light within the student community, so we focused on making an exciting and special activation to create excellent social media content and a lasting positive impact on students. 

@YOURgb responsibilities:

  • Concept, design, demographic research and event creation
  • Venue analysis and communication management
  • Organization of working with existing events at the venues
  • Management of brand logistics and requirements
  • Lead contact for all external suppliers
  • Brand positioning, theming, production and management
  • Event schedule and production running order
  • Brand activation bar, tastings and staff management
  • General event execution and entertainment management
  • Drink sales statistics and success monitoring
  • Full health and safety management
  • Event set-up and de-rigg
  • Post event feedback and key learnings presentation

From the brief, through development and delivery the account management was superb. We were really impressed with the communication and consistency of our account team throughout the project – their ideas were really engaging and absolutely on brand.