The towering structure, located in Sheffield’s Devonshire Green from 15-25 September, aims to transport 'explorers' into a frosty, high-energy underworld where live DJs set the tempo, ravers occupy the dance floor and snow-covered travelers emerge from the mist. DJs have been handpicked by dance music specialist Mixmag.
Beth Nicholas, senior account manager at agency Sense, which is running the campaign, said: "It’s all about capturing the fun and energy of the brand to provide an unbeatable experience and best possible atmosphere to enjoy an Ice Cold Coors Light."
Ramping up the chill factor, guests are greeted by Coors Light arctic explorers, fresh from the Rocky Mountains, who will equip them with thermal capes expertly designed to withstand 30 minutes in the cold. Revelers can literally chill out with a refreshing bottle or pint of Coors Light, while the more adventurous can choose from a range of Coors Light cocktails. Visitors are being encouraged to take pictures with an #IceCaveRave Gif generator.
The Sheffield Ice Cave also marks the culmination of the second annual DJ Quest, run by Coors Light in partnership with Mixmag. The aim is to find the best up-and-coming artists in dance and electronic music, and the finals will take place during the Sheffield event.
Ali Pickering, porfolio brand director at Molson Coors, said: "For Coors Light, it’s not just about delivering refreshing, great tasting beer, but ensuring we consistently engage consumers with incredibly unique experiences that they’ll never forget."
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