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Coors Light scores big with interactive Super Bowl carton

MillerCoors combines compelling NFL-themed carton graphics with an interactive on-pack sweepstakes to score more beer sales during the 2011 Super Bowl season.

Pw 2226 Coors Light 160

For a Coors Light Super Bowl XLV beer promotion, parent company MillerCoors used the power of packaging to attract and engage its football-fan consumers in a new way. Capitalizing on its status as the official beer sponsor for the NFL, last December MillerCoors launched football-themed packaging with an interactive on-pack sweepstakes that offered inside access to the 2011 Super Bowl.

The campaign involved the input of both digital and traditional marketing agencies. MillerCoors’ digital agency of record, Razorfish, spearheaded the mobile marketing aspect, while brand consulting and design firm Landor Associates created compelling package graphics. For the on-pack sweepstakes, Razorfish selected SnapTag™ technology from SpyderLynk, a seamless tagging technology that allows consumers to easily connect with brands using their mobile camera phones.

“Coors Light wanted to provide unthinkable access to the Super Bowl, so we worked with Razorfish and SpyderLynk to develop a campaign that delivers new ways for our fans to experience the big game alongside our brand,” says Dan Hennessy, Coors Light marketing director.

Regional variations enabled

According to SpyderLynk CMO Jane McPherson, the Coors Light Super Bowl campaign represents the largest execution to-date of the company’s SnapTag technology. As she explains, a SnapTag consists of two elements: a brand logo, or something iconic to the brand, encircled by a “code ring” programmed with variable code-ring breaks. The tag can be printed on packaging, advertisements, billboards, or other brand materials. Consumers use their camera phones to snap and send a photo of the SnapTag to a designated short code or email address. A response is then returned to the consumer by way of a text or multimedia message, which can then evolve into further dialog between the consumer and the brand.

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