Coors Light Football Tailgate Trailer
Client: Hollywood Productions
A 20' tag trailer customized to resemble a football gives Coors Light a dominant presence at any tailgating event.
Slide-out grills, built-in beverage coolers, surround sound, and two 50” plasma screens provides all necessary pre-game elements in one package.
“Hello, everyone! Thanks for joining us here at Dolphins Stadium in beautiful Miami, Florida! The weather looks threatening, but it’s going to be a thrilling showdown as the Chicago Bears butt heads with the Indianapolis Colts. It’s going to be an interesting pairing to see who is more determined – the underdog Chicago Bears or the favored Colts with a determined Peyton Manning trying to prove that he, indeed, can win the big game!”
Lucky fans attending Super Bowl XLI got even luckier when the Coors Light “Tailgate Experi-ganza” exhibit arrived. Never a brand known to disappoint its fans, Coors hired Spevco to create an exhibit that was simple in concept, but designed to impress by offering the sure recipe for success at any sporting event – HDTV, a great sound system, hearty food and free-flowing cold beverages on a hot, exciting day!
Like every pre-game arrival, the Coors Light exhibit instantly commanded attention. Sure to impress its fans and strike fear in the soul of its competitors, a sleek, black and chrome Hummer pimped out with Coors’ famous Colorado Mountain graphics drove slowly through the tailgate area. Pre-game music and live commentary blared from the Hummer’s speakers as fans noticed a matching 16’ trailer carrying a fiberglass football, completely molded by Spevco’s fiberglass artisans.
The exhibit was driven slowly through the throngs of tailgaters until it reached its final position on South Beach’s Ocean Blvd. Many of the tailgaters had secured their sites the day before the big game, so strategically timing the arrival of the Coors Light exhibit peaked the curiosity of those who had been waiting so long for this special event to begin.
After stabilizing the trailer, the excitement built as representatives from Coors welcomed fans to the “Super Coors Party”. The introduction prompted the fiberglass football to divide in the middle, with the top half rising on hydraulic lifters designed by Spevco’s engineering team. As smoke filled the air from between the halves of the football, two 60” Samsung LCD screens placed back-to-back were revealed, flanked by the official NFL posters for the Super Bowl’s opposing teams, the Chicago Bears and the Indianapolis Colts.
Pre-game activities and the game itself were broadcast live via a direct line satellite feed and were enhanced by the latest outdoor Bose sound system. As the visual show was viewed by fans now surrounding the exhibit, the Spevco driver activated another hydraulic system featured at the rear of the trailer to reveal two 24” x 36” gas grills. Quickly, Coors representatives began unloading the tailgating supplies that had been packed in the back of the Hummer, started the grills and started creating the mother of all tailgate parties.
“Fifteen minutes into the game and Chicago is on the scoreboard! Chicago now leads Indianapolis 7 to 0. Are we headed for an upset? Stay tuned for more excitement when we return after this commercial break!”
… traversing back and forth between the stadium and their vehicles during the game…
“And after a very soggy, sloppy first half, Vinateri has missed a crucial field goal. So with all the slipping and sliding happening on the field, Indianapolis proves to be more sure-footed than Chicago as they lead 16 to 14.
... or returning to the tailgate area post-game to talk a little smack mouth and claim bragging rights if their team won, or challenge the calls if their team lost!
“So Peyton Manning has answered the ultimate challenge and has led the Indianapolis Colts to an undeniable victory over the Chicago Bears. It’s Indy, 29 – Chicago, 17… a sunny ending for Indy, but Chicago gets soaked at Super Bowl XLI in Miami! What a game to remember!”
The partying continued on to the early hours after Super Bowl XVI, and the success of the Coors Light exhibit continued at NFL games throughout the next season.
Once again, Spevco answered the call of its client, Coors, by creating a compact, low-cost marketing vehicle that delivered a high-impact and an immeasurably memorable event.