Coors Chant
Every goal deserves a celebration. Coors Light, Publicis, Reddit, and Adexy brought that spirit to life during the World Cup with Coors Chant, an interactive promoted post that turned passive scrollers into active participants.
Users tapped a beer tap to add an O to the ever-growing COOOORS chant, contributing to a single shared counter watched by everyone on the post.
A format that earns attention and rewards participation
Among the 1.67 million people who saw the post, 2% chose to engage, not scroll past, not glance. Actively participate. That number climbed every week of the campaign, from 1.20% at launch to 2.0% today. Broader audiences converted better, not worse. The format doesn't fatigue. It compounds.
Among users who engaged, a quarter spent 37 seconds or more of active time with the experience, longer than a standard video ad unit. The top tenth gave over a minute. For a placement that lives inside a social scroll, that is a fundamentally different category of attention.
Every step in this funnel was a choice: no autoplay, no forced exposure.
Production-grade at scale
Behind the chant was a production stack: a Three.js animation canvas inside a Devvit promoted post, a Redis counter shared across all 1.67M viewers in real time, and a monitoring layer tracking every session, error, and frame rate from launch to today. A few numbers from the engine room: