Dive Brief: 

• Coors Light is attempting to make home opener baseball games more enjoyable for attendees with subpar seats with a mobile-focused artificial intelligence (AI) effort dubbed “Obstructed Brews,” per a press release.
• “Obstructed Brews” invites consumers who are sitting in obstructed-view seats to visit a microsite and upload a photo of their spot to be scanned using AI. If the seat is deemed “less-than-chill,” the user will receive a Venmo payment that can be used on Coors Light.
• The effort will be live for the Arizona Diamondbacks’ home opener on March 27 and for the New York Mets’ home opener on April 4 at Chase Field and Citi Field, respectively. The move marks the latest buzzy marketing stunt from the Molson Coors brewer.

Dive Insight: 

Coors Light is tapping into the excitement around home openers by rooting for the underdog and offering select baseball fans who have obstructed-view seats free beer, courtesy the brand. The effort comes as other marketers look to capitalize on baseball hype, including competitor Corona, which plans to launch a new brand platform timed to MLB’s opening day on March 27.  

For “Obstructed Brews,” consumers in obstructed-view seating at the Arizona Diamondbacks game on March 27 or New York Mets game on April 4 can visit ObstructedBrews.com to submit a photo of whatever is blocking their baseball-watching experience. Coors Light’s AI tool will scan the photo to determine how obstructed the view is, and what Venmo payment should be awarded in exchange. A video shared to the brand’s Instagram helps explain the effort. 

The latest move from Coors Light comes as a growing number of marketers integrate AI into their mobile strategies. For example, Pizza Hut last week debuted “Hutty,” a second-screen mobile companion that leverages Meta AI to enhance the March Madness viewing experience. Nordstrom and Volkswagen have tapped generative AI to enhance their app experiences. 

The brewer’s effort also follows a number of its own buzzy marketing stunts of late. In January, the brand announced limited-edition Mondays Light packaging — a play on the idiom “a case of the Mondays” — in advance of the Super Bowl. The marketer also teamed with Peloton as part of its advertising push, which centered around a 30-second spot that featured anthropomorphized sloths and was meant to offer a new take on the “Choose Chill” platform. 

Molson Coors saw net sales decline 2% year over year in the fourth quarter and 0.6% in 2024, according to its latest earnings report. In Canada, Coors Light remained the top light beer in the industry and grew share of segment in the fourth quarter, per an earnings call. The brand also retained a substantial portion of the step change in share gains achieved in the U.S. in 2023 alongside sister brands Miller Lite and Coors Banquet.