Coors Light, the American style lager which is distributed by Heineken Ireland, has created Ireland’s first ever branded escape rooms called The Coors Light Challenge Rooms.
Launched earlier this week in Dundrum Town Centre in Dublin, it will head to Galway’s Spanish Arch on April 24th and was created by the brand’s agency Thinkhouse, CKSK, Starcom and Exhibit in collaboration with Incognito. The Coors Light Challenge Rooms is also being supported by a full through the line campaign spanning out of home, digital, social and PR.
The “escape room” concept has taken off in throughout the world over the last 12 months and have captured the imagination of people who are seeking escapism in the form of a non-digital experiences. In the quest to escape a space using a combination of analytic, logical and teamwork skills, escape rooms test participant’s and inspire friendly competitiveness.
According to Conor McIntyre, Senior Brand Manager, Coors Light: “With The Challenge Rooms, we’re encouraging our fans to take quality time with their mates to the next level. We’ve always had gaming at our core and this year, Coors Light is bringing an escape-room with a difference to Irish consumers. The Coors Light Challenge Rooms has been our most innovative activation to date.”