Home Runs For the Home Team

Coors Light: Hitting a Home Run for Mile High United Way

When Coors Light wanted more of their public relations efforts to benefit the brands’ ongoing partnership with Mile High United Way, they turned to GFM Cares, the cause marketing practice of GroundFloor Media. We developed and executed a public relations event that would coincide with the annual Coors Distributors’ Convention. The goal: generate media coverage and raise money for the Mile High United Way.

Within a span of 30 days, GFM Cares developed and executed “Homeruns for the Home Team,” an innovative charity event centered around Major League Baseball’s Spring Training in Tucson, Ariz. During that month, Coors Light agreed to donate $500 to the Mile High United Way for each home run hit by a member of Coors’ home team, the Colorado Rockies. To maximize coverage and broaden the media reach, GFM Cares negotiated with Fox Sports Net Rocky Mountain to become the official broadcast media partner of the program. In all, the “Homeruns for the Home Team” event garnered more than 100 mentions on Fox Sports Rocky Mountain and local Fox affiliates like KDVR-TV in Denver. In addition, The Denver Post, Rocky Mountain News, Denver Business Journal and 850 KOA-AM also covered the fundraising effort. By the end of spring training, the Colorado Rockies had hit 25 homeruns, resulting in a charitable donation of $12,500 from Coors Light to the Mile High United Way.