Coors Light Promotion 'Snaps' Consumers to Attention

Chicago -- MillerCoors included SnapTag logos on more than 60 branded materials for Coors Light -- including packaging and in-store materials -- as part of a promotion that targeted drinking-age consumers with mobile phone cameras. The sweepstakes, which ran from December 2010 through early February, dangled tickets to the Super Bowl, a football signed by the Super Bowl champions, flatscreen televisions and other prizes. To enter, consumers had to take pictures of the SnapTag logo on Coors Light promotional materials and submit them via e-mail or text message. Developed by Spyderlynk, Denver, the mobile SnapTag concept enabled Coors Light to engage consumers right where they were standing, rather than depending on them to enter once they returned to their home computer, says Jane McPherson, chief marketing officer at Spyderlynk. "They broke down the expectation that the shopper is going to remember that they want to do this," she says. "This mobile activation creates an experience where, previously, they were just delivering a brand impression." Coors and its branding agency, Chicago-based Razorfish, rolled out 11 regionally based promotions in addition to the national campaign. It was able to measure real-time participation by region, offers and materials because the SnapTags were customized, McPherson says. "We have different SnapTag code rings on on-premise packaging, off-premise point-of-sale, and each of the different advertising channels," she says. "It's a great asset for Coors regional offices to be able to change the code ring and deliver a regionally specific promotion. It starts building a story for them regarding, from a consumer standpoint, what's the most engaging materials, what's driving brand experiences." Each on- and off-premise location had the ability to customize P-O-P materials for its needs, with Circle K, Walmart and Buffalo Wild Wings the most significant partners to the effort, says Ryan Lindholm, client partner at Razorfish. "They're able to tailor their message to their consumer," he says. The Integer Group, Denver, produced the in-store P-O-P. On-premise, the campaign included tags on table tents, posters, banners, T-shirts and coasters, according to Lindholm, while off-premise included floormats, cooler door decals and display case cards. "While traditional marketing tools such as TV advertising and in-store POS always will play an important role for us, we've found that mobile marketing is an especially effective way to connect with the 21- to 28-year-old consumers who are at the core of our business," says Dan Hennessy, marketing director for Coors Light. "This is an emerging technology," adds Lindholm. "The younger market gets behind this technology. It's resonating very, very well with this age group. We're seeing a higher participation rate with the SnapTag than a typical text-to-enter program." MillerCoors hadn't undertaken a shopper marketing study that prompted the campaign, although the company did a similar but smaller-scale and "less 360-degree" campaign for its Colorado Native brand, which "worked well and gained traction," Lindholm says. "The brands are very different. But we wanted to try an innovative approach." The company couldn't track sales lifts too dependably because no purchase is required, Lindholm says, although as of early January, 80% of the participation came from packaging SnapTags. "It's generated intense interest," he says.

Coors Light Promotion 'Snaps' Consumers to Attention

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