Coors Light Introduces 'Fix Tixflation' for Music Entertainment
Debra John — June 25, 2024 — Marketing
References: campaigncanada
Coors Light's latest innovative 'Fix Tixflation' campaign addresses the issue of overpriced concert tickets by retrieving them from verified resellers and redistributing them to Canadian music enthusiasts nationwide. This will be accomplished through "ticket contest drops for some of Canada's most eagerly awaited music events, including performances by Niall Horan, The Rolling Stones, Missy Elliot, etc."
The campaign encompasses various promotional strategies, including "in-store promotions, a VIP Osheaga giveaway, strategic paid media placements, paid influencer partnerships, and engaging brand social content." This initiative positions the brand as a champion for fair access to cultural events, and by retrieving overpriced and in-demand concert tickets from verified resellers and redistributing them to fans, Coors Light ensures that more Canadian music lovers can attend highly anticipated events.
Overall, Coors Light's Fix Tixflation campaign not only makes concerts more accessible and affordable by supporting local festivals but also fosters a deeper connection between the brand and its consumers.
Image Credit: Coors Light
The campaign encompasses various promotional strategies, including "in-store promotions, a VIP Osheaga giveaway, strategic paid media placements, paid influencer partnerships, and engaging brand social content." This initiative positions the brand as a champion for fair access to cultural events, and by retrieving overpriced and in-demand concert tickets from verified resellers and redistributing them to fans, Coors Light ensures that more Canadian music lovers can attend highly anticipated events.
Overall, Coors Light's Fix Tixflation campaign not only makes concerts more accessible and affordable by supporting local festivals but also fosters a deeper connection between the brand and its consumers.
Image Credit: Coors Light
Trend Themes
1. Fair-access Concert Ticketing - The shift towards fair-access concert ticketing aims to democratize event attendance by combating inflated resale prices.
2. Brand-driven Ticket Redistributing - Major brands are leveraging their influence to retrieve and redistribute high-demand tickets, ensuring greater access for fans.
3. Influencer-based Promotions - Utilizing influencers for ticket contest drops creates authentic engagement and enhances promotional campaign effectiveness.
Industry Implications
1. Beverage Industry - Beverage companies are integrating cultural events into their marketing strategies to create stronger consumer connections.
2. Event Ticketing - Innovations in the event ticketing industry are emerging to combat resale inflation and provide fairer access to live events.
3. Music and Entertainment - The music and entertainment industry is seeing a rise in brand collaborations that enhance audience access and engagement.
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