Shawna Kressler
Events | Experiential | Sponsorships
Shawna Kressler shines in the event management industry as a standout event specialist at Molson Coors, known for her creativity, dedication, and leadership. From her early days as a sports-enthusiastic child to becoming an influential figure in national events, Shawna's innovative approach to creating memorable experiences sets her apart.
Her significant contributions to landmark events like the Coors Light Mystery Mansion and the leadership displayed during the Molson Coors National Conferences highlight her ability to navigate challenges and deliver success. Beyond professional achievements, Shawna volunteers at the hospital where her son was born, showcasing her compassionate nature and commitment to giving back.
With a philosophy centered on empowerment and trusting one's instincts, Shawna inspires her team to push beyond traditional event planning limits, making each event not just an occasion but a cherished memory.
Shawna Kressler continues to redefine event management, production and entertainment, demonstrating that passion and excellence are essential for creating unforgettable moments.
Education: Humber College, Event Management
Shawna’s Work
Coors Light Mystery Mansion
Challenge
In an increasingly competitive beverage market, Coors Light sought to distinguish itself and deepen its connection with a younger demographic. The brand needed an innovative marketing strategy that would not only increase its visibility among this target audience but also create a unique, memorable experience that resonated with their desire for adventure and exclusivity.
Solution
Under the strategic leadership of Shawna Kressler, the Coors Light Mystery Mansion was conceived as an immersive, one-of-a-kind event. The mansion, a concept designed to generate buzz and excitement, invited guests to an undisclosed, luxurious location for a weekend of mystery, entertainment, and, of course, Coors Light. To tackle the challenge of integrating the brand into a memorable consumer experience, Shawna and her team focused on three key elements:
Mystery and Intrigue: Invitations were sent out without revealing the exact location, creating a buzz and a sense of anticipation. The mystery element was maintained throughout the event, with clues and surprises revealed to guests in real-time.
Exclusive and Immersive Experience: The event featured live music, interactive games, and themed rooms, each meticulously designed to enhance the mansion's mystery and provide a fully immersive brand experience. Celebrity appearances and performances added to the exclusivity and appeal of the event.
Social Media Engagement: Recognizing the power of social media, Shawna's team encouraged attendees to share their experiences online with a specific hashtag, amplifying the event's reach and generating significant online buzz.
Results
The Coors Light Mystery Mansion was a resounding success, yielding impressive results that far exceeded initial expectations:
Increased Brand Visibility: The event generated extensive media coverage and social media buzz, significantly increasing Coors Light's visibility among the target demographic.
Enhanced Brand Engagement: Attendees' active participation and sharing of their experiences on social media led to a substantial increase in engagement rates, with thousands of mentions and shares across platforms.
Positive Brand Association: Post-event surveys indicated a strong positive shift in brand perception, with many attendees associating Coors Light with fun, adventure, and exclusivity.
2023 Molson Coors Conference
Challenge
The 2023 Molson Coors Conference aimed to rejuvenate its annual gathering, addressing the evolving expectations of its attendees. The primary challenge was to deliver an experience that balanced informative content with engaging, interactive elements.
Solution
Under Shawna’s guidance, the conference was meticulously planned to cater to the needs of a diverse audience made up of all functions of the company. Shawna's approach was multi-faceted, focusing on innovation, inclusivity, and interactivity. Recognizing the importance of content variety, the agenda was crafted to include keynotes, panels, and workshops covering a wide range of topics. Special attention was given to interactive sessions that encouraged participation from all attendees. Evening events were designed to bring their brands to life with surprise and delight moments built in through the evening.
Results
The 2023 Molson Coors Conference was a landmark event that set a new standard for their national conferences.
Enhanced Engagement: The innovative use of interactive tools, diversified content and evening events led to an 18% increase in attendee satisfaction. Feedback highlighted the effectiveness of the interactive experiences.
Positive Feedback: Post-event surveys revealed that 88% of attendees felt more connected to Molson Coors and its mission, indicating a successful reinforcement of brand loyalty and employee morale.
