Innovative Mobile Technology Enhances Coors Light Campaign

Coors Light’s new mobile campaign represents the largest execution to date of cutting-edge SnapTag technology from Razorfish and SpyderLynk. The interactive campaign of the official beer sponsor of the NFL and Super Bowl XLV offers fans the opportunity to win instant and sweepstakes prizes.

Inateractive marketing and technology company Razorfish created the promotion to extend Coors Light’s Super Bowl presence and connect the brand with shoppers before game day. Mobile marketing and technology provider SpyderLynk then joined the campaign to deploy its patent-pending SnapTag technology, which enables consumers to interact with special branded tags using their mobile phone’s camera and standard messaging capabilities.

“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,” noted Dan Hennessy, marketing director at the Golden, Colo.-based brand.

Running through Feb. 6, the sweepstakes provides fans age 21 and up the ability to “Snap, Send and Score” for a shot at winning hundreds of prizes, among them autographed, game-used items such as kicking tees and footballs, in addition to official NFL and Super Bowl gear, flat-screen TVs, and NFLShop.com gift cards. To enter, a consumer must snap a picture of the special Coors Light SnapTag, which can be found on product packaging, in-store displays, out-of-home advertising, digital ads and other branded materials, and send it in via his or her phone’s standard messaging capabilities.

“Razorfish delivered an engaging mobile experience for Coors Light that not only offers fans a chance to score unbelievable Super Bowl prizes, but also invites them to interact with the brand wherever they are -- in the grocery store, standing at the bus stop or at a bar with friends,” explained Rachel Lanhem, VP of client engagement at Seattle-based Razorfish. “By doing so, we’re able to extend Coors Light’s Super Bowl partnership, and provide incredible value for consumers.”

SnapTag technology works with any mobile phone and doesn’t require a QR code or any other downloaded app, which has proved to be a major barrier of entry for mobile tagging. The technology is also easily customized to provide specific regional extensions to a national promotion.

“As the only logo-centric mobile activation tool in the marketplace today, SnapTags allow Coors Light to deliver a seamless experience to a broad base of fans,” said Jane McPherson, CMO of Denver-based SpyderLynk.

Razorfish also developed the campaign microsite, CoorsLight.com/SuperBowl, along with the creative for supporting digital ads.