Coors Light Events Microsite

Our client needed to create a microsite for some of Coors Lite’s promotional events: the Coors Light Maxim Club Tour, the Coors Light Trauma Tour, Coors Light Presents Wakestock, and the Coors Light Golf Experience.


They wanted to produce a fully branded, easy-to-navigate, professional microsite. They wanted to attract visitors to the site by displaying photos of attendees of Coors' promotional events, and try to encourage visitors to submit theirs and their friends' email addresses.


To accomplish this we had to customize FLUiD CMS so that it would generate a particular type of Web site, and handle email submissions, while still allowing the designer to easily brand it with the Coors Light themes.

Based on the FLUiD CMS Default Site

We started with the original FLUiD CMS default Web site. The system was then customized so that instead of a 3-column layout it would generate a page centred, fixed-width Web site.


We Added a Customized Photo Gallery

We added a feature the enabled the user to upload images directly to a pre-set photo gallery. The designer then created a background image with the Coors brushed metal theme, as well as other graphics, using Photoshop.


The Fully Branded Coors Light Microsite System

The home page of the completed microsite: text and photos have been added, and brand-consistent colouring has been applied. Additional Coors Light microsites can be generated by this system in no time since this customized copy of FLUiD CMS now generates Web pages that enforce the Coors Light branding.


The Challenge

  • Give the designer the tool to build an event microsite that maintains the Coors branding and has a photo gallery feature to attract visitors

  • Encourage them to spend more time on the site, and encourage them to invite other visitors

  • The visitors will be prompted to submit their email address, generating a database of targeted visitor information

  • The site has to be hosted independently of Coors’ servers, allowing editors to update the site without going through Coors’ Web master

  • It must be search engine optimized, with well-formed Web pages so that Google can access it, index it, and rank it

  • These requirements must be met quickly and on a limited budget


Our Solution

  • We customized FLUiD CMS so that it produces centred Web pages with a photo gallery

  • To attract more visitors we created a feature to let visitors automatically send e-postcards of images from the event photo gallery to their friends

  • Their designer added the Coors branding elements such as colour schemes and logos to the FLUiD CMS system--their Web authors added the text-based content

  • They also edited the images for the photo gallery, using Photoshop, and added them to the FLUiD CMS system

  • FLUiD CMS automatically generates Web pages with well-formed code that are easily accessible and indexable for the search engine crawlers, so the Coors Light microsite ranks well

  • The system also automatically manages all the internal links so there are never dead links

  • FLUiD CMS does not require special server software so it is hosted independently of Coors' main site and  does not involve Coors' Web staff


The Results

  • The Coors Light microsite, powered by a customized version of FLUiD CMS, was a huge success with links to it from the home page of Coors Light Canada , under “Photo Gallery”

  • Now that the designer's copy of FLUiD CMS has been customized for use on Coors Light sites, new Coors Light sites can be produced in no time


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Visit the Coors Light microsite.