November, 2009
Coors Light is planning a launch of ‘mobile concerts’ featuring hip-hop artist Daddy Yankee. The live concerts will be streamed to LDA consumers with web-enabled devices throughout the first half of 2010. Coors Light is focusing their consumer reach in Puerto Rico, where it is believed the music artist has a high resonance with their target. The beverage company is aiming for four to six concerts throughout the new year and expect the campaign to strengthen consumer loyalty and increase brand awareness with their demographic. Visit Coors Light En Español for more information.