Marketing Blog Post

 The article I have chosen to go over for this assignment is the Coors Light taps AI to turn baseball fans’ obstructed views into brews. I chose this article because baseball is my favorite sport, and as I was scrolling through all of the recent events on the page that we were provided with, I saw this headline and was actually very interested. Beer is a huge thing at all sporting events and this is no exception in baseball. Alcohol at a lot of stadiums is the leading seller when it comes to food and drink, and so the more people they can appeal to the better. 

This article is showing Coors lights now marketing using AI. A baseball field is a very large field, there are seats that go around the entire stadium, all different types of heights, and sometimes they are not always in your favor when watching the game. There are instances in certain stadiums that people are placed behind poles, walls, and have a very obstructed view of the field, Coors light has taken this into account and figured they would help out the people in these positions. You can now visit a website that they have set into place, where you can upload a photo of your view from your seat, and an AI software will scan your photo and venmo you a reasonable amount of money for you to be able to buy beer. They have only implemented this into the Arizona Diamondbacks and the New York Mets games. The three main takeaways from the article are that Coors light are now working with AI, helping those who got screwed with seats get free beer to hopefully make the game more enjoyable, and that it will incentivise people to visit Coors’ website, think about their product and drink their product. 

Coors Light's value proposition centers on being the "world's most refreshing beer," highlighting its cold, crisp taste and natural ingredients. The brand aligns itself with themes of relaxation and outdoor adventure, positioning itself as the go-to beer for those looking to unwind and enjoy a refreshing experience. We see some of these techniques like in the color changing cans. When the beer is nice and cold we can see that the mountains on the can are blue, and when it is more warm, the mountains are more of a grey. They tend to target younger and newer drinkers who are just turning 21 who may not have a drink of choice. They market to these younger people and lots of sports enjoyers. Like I said earlier, beer is associated with many sports, and these are the people they market to. 

The marketing relevance to this article is the fact of getting in new people to buy their beer or come back to their beer. A lot of consumers love “their” brand. As we have talked about in class, with things like cars, toothpaste, electronics, and many other things in our daily lives that we got once and have never changed the brand of this item. This stays the same for alcoholic beverages. So many people who love Coors and only drink Coors will be invited to start drinking at the game because of the free beer they were given, and then continue going and buying more beer, most likely spending more money with them then they would have before getting the free beer. It can also bring in new customers, because some people who would typically drink other beers would be more inclined to drink a Coors because it is free. 

I think that a challenge that could arise from this is the fact of it being run through AI, and it would be hard to stop scams. How would they prove that it is really their seat, and how would they prove they are of age, and lastly how would they be sure they are going to spend the money on their beer. They are in the very early stages of this testing and I do not believe they have figured out solutions or if they are looking into these challenges. 

What makes this interesting is because it is something that is vastly changing. Artificial intelligence is something that is quickly coming into our world, and the better companies can use it, the better off they will be. If they are able to get ahead of the curve with doing certain advertisements and things like this that they are doing, it will be very beneficial. 

I think that this marketing approach is a good idea if they are able to find a work around some of the issues I listed earlier. I am no AI expert, but if they were able to also put in a photo of their id and that the AI could confirm if they were 21, they could get a voucher for a free Coors light beer instead of a venmo cash prize. This would be a voucher good for that specific game just for Coors light. I think that is how I would get around some of the issues I have thought about if I were the brand/product manager. 

https://www.marketingdive.com/news/coors-light-ai-baseball-fans-obstructed-views-free-brews/743637/