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Obstructed Brews
Agency Droga5, part of Accenture Song / New York + Molson Coors Beverage Company / Chicago + Alison Brod Marketing + Communications / New York + Sounds Fun / Atlanta
Category
Data-Driven Personalization
Annual ID
OS26_CU019M
Background
Major League Baseball season is booming in 2025. And Coors Light is not a sponsor. In fact, Coors Light's biggest competitor is the league’s official beer brand.
Since we can’t join the official conversation, we need to find powerful ways to hijack the conversation and make every dollar count.
The Coors Light way to do that is to find the real places where Coors Light fans need us the most — the places overlooked by everyone else, especially our competitors.
And that’s where we found an often ignored but undeniable truth about the MLB: some stadium seats… are complete sh*t. Seats obstructed by poles, pillars, and food carts — sometimes costing over 300 bucks. Someone needed to do something about it. And when Coors did, it got the attention of the entire country.
Since we can’t join the official conversation, we need to find powerful ways to hijack the conversation and make every dollar count.
The Coors Light way to do that is to find the real places where Coors Light fans need us the most — the places overlooked by everyone else, especially our competitors.
And that’s where we found an often ignored but undeniable truth about the MLB: some stadium seats… are complete sh*t. Seats obstructed by poles, pillars, and food carts — sometimes costing over 300 bucks. Someone needed to do something about it. And when Coors did, it got the attention of the entire country.
Creative Idea
Obstructed Brews was born from a simple insight: if you're chill enough to sit in a seat with a terrible view, you should be rewarded with a cold Coors Light. So we built an AI tool with one purpose only: converting an obstructed view into discounted beer. It’s the first time Coors Light has ever used AI in a campaign—and we did it the chillest way possible. Fans could upload a pic of their view from the game, and our GPT Vision-powered tool would analyze how much of it was blocked. The more obstructed the view, the bigger the reward. Launched during MLB’s Opening Weekend and supported by in-stadium, social, and PR placements, it quickly became one of the most talked-about campaigns of the season. More than a stunt, it introduced a platform we can now scale to concerts, comedy shows, or anywhere chill meets a bad seat.
Insights & Strategy
The strategy was to meet fans where they already were: in budget seats with blocked views, phones in hand. We identified a repeatable frustration in the live sports experience and built a mechanism that turned it into a brand moment using real-time visual data. We also leaned into audience behavior: our fans document their experience and seek simple, direct rewards. So we built a tool that offered exactly that. The strategy wasn’t to use data as an overlay—it was to embed it into the action. By doing this, we showed up not just as a beer sold at the ballpark, but as a brand that adds value to the fan experience—no matter the seat. It created an owned, scalable data moment that made people feel seen—literally.
Execution
Every photo submitted by a fan became a new data set. Using GPT Vision and custom logic, we processed each image in real time—detecting how much of the view was obstructed by rails, poles, signage, or stadium infrastructure. That percentage became the basis of the reward. It was a one-to-one application of data: hyper-relevant, instant, and personal. Fans didn’t just interact with a brand; they engaged with an experience powered entirely by live, visual data. The simplicity of the execution masked the sophistication of what was happening behind the curtain. And because it was mobile-based, social by nature, and integrated in-stadium, the campaign amplified both reach and relevance. It made data feel like magic—something that could interpret your reality and instantly reward your chill.
Results
The campaign delivered powerful early performance indicators for Coors Light’s first AI-driven platform. Obstructed Brews generated 71 media placements and over 161 million impressions, with national pickup in Ad Age, Adweek, Marketing Dive, Yahoo Lifestyle, and more. It also aired in 46+ local broadcast segments across 15 states, covering major networks like FOX, NBC, and CBS.
Thousands of fans interacted with the AI tool during Opening Weekend, verifying both product interest and behavior fit. On-site beer sales saw a measurable uptick on activation days, and earned social mentions included re-posts of discount results and views.
The tool has since been positioned for future rollouts across other obstructed-view venues—concerts, festivals, and beyond—making this not only a successful one-off but a repeatable, data-powered platform that redefines beer promotion through personalized utility.
Thousands of fans interacted with the AI tool during Opening Weekend, verifying both product interest and behavior fit. On-site beer sales saw a measurable uptick on activation days, and earned social mentions included re-posts of discount results and views.
The tool has since been positioned for future rollouts across other obstructed-view venues—concerts, festivals, and beyond—making this not only a successful one-off but a repeatable, data-powered platform that redefines beer promotion through personalized utility.
2026 Awards
Total Points: 3
Merit
Credits
Agency
Droga5, part of Accenture Song / New York
PR / Marketing Agency
Alison Brod Marketing + Communications / New York
Client / Brand
Molson Coors Beverage Company / Chicago
Production Company
Sounds Fun / Atlanta
Music / Sound Production Company
Agosto Music & Sound Craft / Lima
Art Director
Lindsey Evans
Malia Athanasiou
Chief Creative Officer
Scott Bell
Martin Magner
Chief Marketing Officer
Sofia Colucci
Copywriter
Cameron Sharer
Creative Director
Guillermo Aracena
Tescia Deak
Designer
Anna Celine Kaarling Khan
Editor
Jose Pacheco Sosa
Executive Creative Director
Giancarlo Rodas
Tres Colacion
Producer
Ariana Narang
Xenia Fong
Sound Designer
Charly Garcia
Writer
Max Mitrani
CCO, Audio Director
Claudia Incio
Communications Strategy Director
Camille Gray
Group Strategy Director
Christopher Cooper
Head of Social Business
Heather Hosey
Senior Communications Strategist
Soheyla Escher
Senior Copywriter
William Halstead
Senior Producer
Dakota Brockman
Michael Mockler
Account Coordinator
Hallie Ramnitz
Account Director
Anthony Gavranic
Guillermo Betancourt
Account Executive
Julia Goldman
Account Manager
Brendan Woeppel
Account Supervisor
Nichole Murdock
Associate Marketing Manager, Coors Light
Angela Gerlach
Business Affairs Manager
Megan Dennehy
Co-Founder, Chief Vision Officer
Iain Thomas
Co-Head of Production
Ruben Mercadal
Jenn Mann
Digital Operations Lead
Renee Roberts
Digital Operations Support Specialist
Anisha Gondesi
Beth Weston
Director Product Solution Owner Commercial
Meghan Tomanek
Director, Consumer Communications
Maya McDonald
Executive Group Account Director
Stefane Rosa
Executive Vice President
Brooke Scher Mogan
Head of Account Management
Jessica Kingsbery
Head of Brand Strategy
Michael Osbourn
Head of Business Affairs
Dan Simonetti
Head of PR & Communications
Alexandra Velasco
Head of Production, Chief Operating Officer
Alex Gangi
Lead, Consumer Communications
Vincent Ventura
Music Producer
Jose Campos
Senior Director
Erika Berg Henty
Senior Marketing Director, Coors Light
Anne Pando
Senior Marketing Manager, Coors Light
Eric Kouri
Senior PR & Communications Manager
Titus Wouda Kuipers
Senior Project Manager
Amanda Cohen
Senior Retoucher
Mike Vorrasi
Senior Social & Influencer Manager
Maryah Greene
Supervisor
Kristin Martinez
Vice President Marketing, Coors Family of Brands
Marcelo Proenca Pascoa
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