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COORS LIGHT UK - ICE CAVE RAVE



LES ARCS, FRANCE, MARCH 2017

 

This spring Haute Pursuit was engaged to deliver its most socially connected media event ever, the Coors Light #IceCaveRave in the ski resort of Les Arcs in the French Alps.

 

Commissioned by dynamic brand activation agency Arc Integrated Marketing, working with award-winning advertising agency VCCP, on the highly successful and worldwide entertaining promotional campaign for American beer brand Coors Light, Haute Pursuit put together a once-in-a-lifetime trip to the mountains incorporating snow-sports activities and high altitude parties in an ice cave.

  

Some 160 guests, including consumers, up-and-coming British DJs and trade clients, were invited by Coors Light to fly from the UK and Ireland to France, to spend 2 nights in Les Arcs, with a full day of mountain activities culminating in a banging party, the Ice Cave Rave, in one of the very rare igloos in the French mountains to have an ice bar and a dance floor.

 

The witty and carefully targeted Coors Light ‘Ice Cold Refreshment’ advertising campaign starring a self-deprecating Jean Claude Van Damme has been running since 2011 and Coors Light UK has been extending this fun, cool factor to its consumers over the last 2 years by inviting them to a series of raves in man-made ice caves, within which a DJ competition organised by leading dance music publication MixMag, hosted British and Irish beer consumers dancing to edgy tunes spun in cool venues.

 

The #IceCaveRave in Les Arcs was carefully styled and organised to echo the beer brand’s experiential campaign directives, with the result that winning DJs played to a pumped ice cave, packed with appreciative Coors Light consumers - all filmed by and streamed live on MixMag.

 

With cleverly orchestrated social media interaction driven by Arc and pioneers of experiential tech EventsTag, as well as the end client Coors Light UK using the hashtag #IceCaveRave, this event garnered nearly half a million hits across social media. And the internet chatter continues, as the #IceCaveRave campaign goes on throughout 2017.  

 

What the client said

“A world class event.”

 

What the guests said

“A major big thank you to the @coorslightuk team for an epic weekend at the  #IceCaveRave.” 

“Thank you so so much for an amazing weekend! Beat all expectations! All staff were fantastic!!”

“Back in London, thanks to the @coorslightuk team - this weekend was absolutely incredible! You all deserve an ice cold drink #IceCaveRave.”

“@coorslightuk thank you for what can only be described as an unbelievable weekend!! Truly amazing.”

“All the love and thanks to @coorslightuk for a once in a lifetime weekend. Everyone was so nice.”

 

All copyrighted photos courtesy of Charlie Davies Photography

Special thanks to Belinda Buckley for providing the original copy

 

The Brief
  • Find an igloo suitable for an #IceCaveRave
  • Organise all accommodation, catering and logistics
  • Arrange husky dog sledding, snow-shoe walks, team-building snow-sports and igloo building
  • Facilitate all road and on-piste transfers of guests and entertainment equipment
  • Manage photography and styling of the event during the day and evening



 
 
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    "I wanted to congratulate you for organizing our last three seminars. Our teams in France and Spain were unanimously pleased. Again our thanks to the efficiency, availability and professionalism made by Haute Pursuit and Nathalie Eeses in organizing these events between sea and mountains. T....."

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  • "I wanted to congratulate you for organizing our last three seminars. Our teams in France and Spain were unanimously pleased. Again our thanks to the efficiency, availability and professionalism made by Haute Pursuit and Nathalie Eeses in organizing these events between sea and mountains. T....."

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    "Hi Gents Just a quick thank you for all your hard work this weekend to you guys and your team/all involved. Feedback has been great and everyone had a fab time, please pass on our thanks to all. Sarah "

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  • "The trip perfectly combined every element that an incentive trip should have: adventure, luxury, relaxation and culture, not once was I bored and the organisation was impeccable. The trip perfectly combined every element that an incentive trip should have: adventure, luxury, relaxation and cult....."

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  • ""Many thanks for the last two days, they were outstanding for all the team: Superb activities, well scheduled, the hotel was well equipped and Haute Pursuit are a top team of highly professional event managers and very caring for us!! Particular thank you s to Natalie and Amandine. See you soon....."

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