2014 Platinum PR Awards: Multicultural Campaign

Winner: Flowers Communications Group - Coors Light Search for the Coldest

Coors Light Search for the Coldest returned for its third year in 2013 with hip-hop legend, Ice Cube, in its nationwide search for the “Coldest” MC.

The competition launched on April 1, providing a national platform for emerging hip-hop artists to showcase their talents and perform live at concert events for celebrity hosts and judges, Ice Cube, Bun B and DJ Drama. Four finalists were selected to perform at a grand finale event in New York City, and one artist was selected to win $20,000 grand prize.

The national competition and tour allowed Coors Light, working with Flowers Communications Group, to directly reach young African-American males by connecting brand and consumer passion points of embracing the independent spirit, living in the moment, and the belief that the best is yet to come.

Driving engagement by encouraging fans to vote for their favorite MC on social media the series garnered over 24,000 posts across Facebook, Twitter and Instagram, while the hashtag #SFTC2013 was used 6,000 times. Over the course of the eight-city tour spanning from April 2013 to August 2013, Search for the Coldest secured 717 placements and over 189 million earned media impressions.

Honorable Mentions:

  • Camino Public Relations - Raising Latina Voices
  • Citizen Relations for P&G - P&G Orgullosa "Skirts Only" Fashion Show
  • Be The Match with PadillaCRT - It's On You: Inspiring the African American Community to Step Up and Save Lives
  • Wells Fargo & Company Honors the 150th Anniversary of The Emancipation Proclamation with The Kinsey Collection