Taking on Tixflation: How Coors Light Rescued Concert Season
Canadian music lovers yearned for the electric energy of live shows, but "tixflation" had thrown a major wrench in those plans, turning concert tickets into a seriously pricey problem. Not one to let the good times get silenced, Coors Light swooped in with "Fix Tixflation" to be the ultimate fan ally, snatching up those ridiculously overpriced tickets and blasting them back into the hands of real music devotees.
Concert tickets had spiralled from pocket change to an unaffordable luxury, skyrocketing 256% since 1996 and locking many Canadians out of live music. And that seemed very unchill. Budweiser had long owned the Canadian music landscape, but Coors Light couldn't simply try to outspend or out-sponsor its way into the scene. The challenge was clear: we needed to resonate directly with fans, addressing the very real pain point of "tixflation" that was making live music an unaffordable dream for many.
Enter "Fix Tixflation" on World Music Day 2024. We swooped in, claiming truckloads of jacked-up resale tickets for five of the summer's hottest acts and then, through FixTixflation.ca, gave them away for FREE to deserving fans in a 72-hour blitz. To spread the chill IRL, our Coors Light crew hit the streets of Toronto and Montreal, rescuing fans from resale ripoffs with a sweet $0 price tag.
118M+
earned media impressions from 294 hits
3,100+
Canadians entered to get their hands on rescued tickets
1 out of 3
Canadians now associate Coors Light and music
#1 beer in Canada
supercharged Coors Light back to its spot