Case Study
Coors Campus Ambassador Program
Coors wanted to connect with legal-drinking-age university students through credible peer engagement. XMC built Coors Campus Ambassador Program across five Ontario universities, giving student ambassadors the training, experiences and content tools to introduce the portfolio in moments relevant to campus life.
MISSION
Build brand relevance and product trial through student advocates and experiences rooted in university communities.
The program needed to earn credibility through legal-drinking-age peers, connect portfolio brands with real campus occasions and equip ambassadors to create consistent in-person and social engagement throughout the school year.
DELIVERY
XMC built and coached the ambassador network throughout the school year.
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Recruited ambassadors at Western, Laurier, Guelph, Queen’s and Ottawa.
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Matched portfolio brands to campus occasions through activations, sampling and merchandise.
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Supported ambassador-created social content with training and ongoing coaching.
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ADDITIONAL SERVICES DELIVERED
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Experiential XSS Digital Strategy & Campaigns Corporate Hospitality Athlete & Talent Management Project Management
RESULTS
The inaugural program combined direct student engagement with product trial and peer-created content. Its expansion the following year added two campuses and increased staffing, demonstrating continued client investment in the platform.
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3,000+ — Face-to-face student engagements
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2,800+ — Product samples distributed
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32,500+ — Social accounts reached by ambassador content
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+2 campuses — Added the following year
