Winner of 2017 PCC Golden Trumpet Award

Challenge

Committed to improving the quality of life in urban communities, Coors Light partnered with the National Urban League Young Professionals and charitable foundations of NBA teams to refresh basketball courts around the country. FCG was tapped to create PR opportunities that would broaden visibility for the effort, create social buzz and drive consumer engagement.

Solution

Full Court Refresh came to life through a series of ceremonial check presentations to nonprofit partners in Oakland, Sacramento, New Orleans and Chicago. Brand Ambassador Kenny “The Jet” Smith, NBA legend and sports analyst, served as the voice of the initiative. Smith helped to drive consumer engagement to generate increased donations for the courts by tweeting the program hashtag. Greenhouse Studio produced custom digital content to tell the Full Court Refresh story with a series of five videos, including a personal testimonial from Grammy Award winner, hip-hop artist and basketball enthusiast 2Chainz. Smith and 2Chainz were also brought together for a unique activation called “Four Corners,” where they joined a panel of other basketball influencers to discuss how community resources—like refurbished basketball courts—improve inner-city neighborhoods and nurture the next generation.

Impact

Coors Light Full Court Refresh more than met its success metrics, generating nearly 300 media placements with a reach of more than 280M impressions. Noteworthy national placements included ESPN, TV One, Huffington Post, The Source Magazine and NBA.com. FCG increased media placements by 28% over the previous year, exceeding the goal by 8%. Unique, relevant video content helped to expand the program’s national footprint. Social media shares via program influencers generated more than 10M impressions, helping to increase awareness and foster positive brand sentiment.