The Coors Light #IceCaveRave has landed in Sheffield to bring all the fun of the Tundra to the city this month.
Part of an integrated campaign that uses above the line advertising to direct consumers to the experiential activation, the towering structure is making Sheffield’s Devonshire Green its home from 15 – 25 September 2016. The Ice Cave transports eager explorers into a frosty, high-energy underworld where live DJs set the tempo, ravers occupy the dance floor and snow-covered travellers emerge from the mist.
“It’s all about capturing the fun and energy of the brand to provide an unbeatable experience and best possible atmosphere to enjoy an Ice Cold Coors Light,” explained Beth Nicholas, senior account manager at real world marketing agency Sense, which is running the campaign.
“Admission is free, but we recommend booking in advance as tickets sold out within 48 hours at our Birmingham and Dublin events earlier this summer. It’s the best place in town to discover up and coming artists as DJ’s have been hand-picked by dance music heavyweights, Mixmag. Bring your friends, grab a beer and get moving with the #IceCaveRave Gif generator to be the envy of your friends who stayed at home.”
Guests are greeted by Coors Light arctic explorers, fresh from the Rocky Mountains, who will equip them with thermal capes expertly designed to withstand 30 minutes in the cold. Revellers can chill out with a refreshing bottle or pint of Coors Light, or choose from a range of Coors Light cocktails.
The Sheffield Ice Cave also marks the culmination of the second annual DJ Quest, run by Coors Light in partnership with Mixmag, the dance music and club culture magazine. The aim is to find the best up-and-coming artists in dance and electronic music, and the finals will take place during the Sheffield event.
“With sales up 23% in 2015, Coors Light is the UK’s fastest growing lager in the top 10 which is a huge accolade for the brand,” said Ali Pickering, Portfolio Brand Director at Molson Coors. “For Coors Light, it’s not just about delivering refreshing, great tasting beer, but ensuring we consistently engage consumers with incredibly unique experiences that they’ll never forget.”
The Coors Light Ice Cave experience is visiting Devonshire Green in Sheffield from 15-25 September 2016.