Well this is the stuff of dreams, or nightmares, depending on how you feel about Coors Light or scientists placing ads in your dreams.
Here’s the deal….
Unable to advertise nationally in the upcoming football championship game, Coors Light has devised a novel way to not only get in front of consumers, but to literally get inside their heads.
“If we couldn’t advertise nationally during the game, what if we were able to run an ad in people’s dreams?” says Marcelo Pascoa, vice president of marketing for the Coors family of brands at Molson Coors Beverage Company.
“At first, it felt very weird, but very intriguing,” he says. “Can we actually do that?”
The short answer is evidently, yes.
Molson Coors worked with Dr. Deirdre Barrett, a leading psychologist, professor, author and expert on dreams based in Cambridge, Mass., to create a sleep study. The experiment used a technique called targeted dream incubation, a process where peoples’ dreams can be guided by prompts that are manifested in their subconscious as they sleep.
The experiment’s goal was to help participants create an advertisement of their own making in their dreams by feeding them images of refreshment, including Coors Light and Coors Seltzer.
Sounds both interesting and quite frankly a little concerning…
Barrett and a her team of sleep technicians showed participants a trippy 90-second film featuring a shimmering avatar flying around mountains and streams, while Coors images bounce down stairs and undulate underwater.
There’s even a talking fish holding a Coors Light and who doesn’t want to dream about that?
To participate in what Pascoa calls “potentially the largest sleep study ever,” drinkers can visit CoorsBigGameDream.com and watch the visual stimulus video before they fall asleep.
Coors is releasing the mini-documentary via digital platforms, while 15-second spots will air on TV leading up to the Feb. 6 championship game between Kansas City and Tampa Bay.
While Coors saw surprising results from the experiment, using dream incubation to reach consumers remains a nascent approach, Pascoa told Beer & Beyond.
But Professor Barrett asserts that according to her research it is proving to be an effective way to make a connection.
“I have no idea if other advertisers will choose to ask people to dream their ads in their dreams, but it certainly seems to work,” she added.