RETURN OF THE CHILL TRAIN
Super Bowl LVIII marked 12 years since the Coors Light Train derailed, and since things got a little…unchill. Gangnam Style went out of style, Harry Styles went solo, Prince Harry’s no longer a prince, Prince died. Oh and don’t forget aliens are real. Or that a global pandemic hit. So we thought, when you really think about it there’s only one logical explanation, and only one way to bring chill back to the world: re-awaken the magical beer delivering hero we didn’t know we needed: the Coors Light Silver Bullet Train (but with a new, modern and legally approved name).
But we didn’t just bring the train back, we created the first ever ad you can ride. For the first time, we let 100 lucky people book a seat on board the Chill Train and be featured in a special extended, slo-mo edition of our Big Game ad. To do this, we built an entire booking site from scratch. The train featured 6 bookable cars (like a 6 pack, get it?), each with it’s own unique name and theme. With over 10,000 daily visitors, each ticket drop sold out in under 2 minutes.
As official extras our passengers were paid residuals, and sent limited edition swag kits full of everything they’d need on board. Then, on Super Bowl Sunday, we premiered our special cut ad featuring all 100 passengers on board. Seated alongside them were a few famous friends of the brand and one Beer Wolf.
