With a mild spring behind us Canadians are getting ready for a hot summer and Coors Light wants to be the beverage of choice to help cool you down. As part of their Cold Certified campaign they have launched a cool new contest to engage consumers by leveraging using various digital and social media tools. The “Colder than…” contest encourages beer drinkers to share their own slogans. The winning slogan might even be picked to use in Coors Light’s next advertising campaign across Canada in 2010. I wonder if Molson’s would give me beer for life if I won the contest, hmmmm.
“Cold is at the core of Coors Light’s DNA – we are doing everything we can to make sure that beer drinkers get an ice cold liquid every time,” said Jamie Sprules, Brand Manager, Coors Light. “Our Cold Certified ad campaign has extended the physical sensation of cold into emotional territory through the ‘Colder than…’ concept.”
The contest officially launched June 24th and runs until August 16th at www.coorslight.ca, contest entrants can submit their best ideas via WAP (wireless application protocol) application page by texting 26677 (Coors) for English, or “Plus” and their line to 61224 for French.
To help promote the new campaign and contest a number of channels were used:
- New print ads appearing in Maxim Magazine’s July issue and Summum’s August issue
- Wild postings and street projections in major urban markets (from July to August) including Montreal, Toronto, Vancouver and Calgary
- Online banner ads on targeted Websites (see above)
- Visibility on the Coors Light Brewing Company Facebook fanpage (www.facebook.com/coorslightbrewingcompany)
- A targeted email campaign through the Coors Light Insider database of brand fans
Coors Light “Colder Than…” Campaign Creative By :
Print/Out-Of-Home: DraftFCB
Online: 58Ninety Inc.
Mobile: MyThum Interactive
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