Coors Light Branded Content Hub for Roku
Coors Light partnered with Roku to launch the first-ever branded content hub on The Roku Channel, as part of the brand’s “Thirst for More” campaign. As the creative lead, I spearheaded the development of a bespoke branded content hub integrated directly into Roku’s user interface, working closely with Coors Light and Roku’s media and creative production teams. My role involved bringing the idea to life through concept development, wireframes, branding, and promotional assets, as well as overseeing the production of display ads and creative content to elevate the streaming experience.
The four-month campaign featured curated video content from Nat Geo and Great Big Story, highlighting stories of exploration that aligned seamlessly with Coors Light’s adventurous brand identity. The branded content hub provided Roku streamers with an engaging, interactive experience, positioning Coors Light as a key part of their viewing journey.
By leveraging Roku’s platform and Coors Light’s partnership with top publishers, this campaign delivered a first-to-market streaming solution, offering consumers a dynamic branded content experience that blurred the lines between entertainment and brand storytelling.
This innovative execution attracted industry attention and was featured in AdWeek, recognizing it as a standout example of how brand can create immersive, content-driven experiences on streaming platforms.
Creative Leadership
Creative concept & pitch development
Wireframes, promotion display ads, and creative asset design and development
Creative execution & project management
This project resulted in several key outcomes:
Successful First-to-Market Streaming Experience: The launch of the branded content hub marked a significant milestone as the first of its kind on The Roku Channel, positioning both Coors Light and Roku as innovative leaders in the streaming space. This pioneering approach to branded content not only set a new standard for future collaborations, but also demonstrated the potential for deeper integration of brands within content platforms.
Enhanced Brand Visibility and Consumer Engagement: The content hub effectively increased visibility for Coors Light, attracting viewers interested in exploration and adventure-related content. The engaging video pieces contributed to higher viewer retention rates and time spent within the hub, fostering a stronger connection between the brand and its target audience.
Strengthened Advertising Partnership with Coors Light: This successful campaign solidified the relationship between Coors Light and Roku, leading to increased investment in future advertising initiatives. The innovative nature of the content hub demonstrated the value of creative collaboration, paving the way for more integrated advertising solutions and enhanced account growth for Coors Light within Roku’s advertising ecosystem.