Blocked by Bud, Coors Takes Super Bowl Message Online

The Super Bowl audience is a prime demographic for brewers, and Budweiser is the brand most everyone associates with the event. Yet despite Anheuser-Busch’s exclusive beer presence during the broadcast, Coors Brewing Company has found a way in on the action. With the cost of commercials during the game reportedly nearing $3 million a pop, Coors is inviting its consumers to submit user generated content (UGC) videos online to win tickets to the event.

A subsidiary of Molson Coors Brewing Company, Coors Brewing Company is running its “Who Wants It More?” promotion, where consumers are challenged to send in personal videos explaining why they should be provided tickets to either the 2008 or 2009 Super Bowl. The contest runs for five weeks leading up to the Super Bowl, with winning submissions selected by online voting.

As Coors is a regular sponsor of the NFL, the brewery is attempting to cultivate that affiliation in fans’ minds leading up to the event and as they plan corresponding parties, said Jenny Volanakis, a spokesperson for Coors Brewing Company.

“Regardless of what A-B is doing as far as owning the Super Bowl, we look at our NFL sponsorship being beneficial for the entire calendar year,” she said. “It’s a way for consumers in their own voice to tell us why they get to go to the Super Bowl and interacting with our brand in a meaningful way.

Contestants upload their videos to either coorslight.com or coorsbeer.com along with an entry code taken from specially marked cans and bottles. The company is also promoting the campaign through Web advertising, point-of-sale, out-of-home and radio ads. Coors will keep the videos on the site through the promotion but doesn’t have plans to use the submissions in further advertisements.

Volanakis added the majority of the submissions seem to include a “cold” theme which probably matches the Coors Rocky Mountain branding.

“The winning video from last week was a young woman from Buffalo out in the snow in a Coors Light bathing suit,” said Volanakis. “There’s really no better way to get out there and hear from your consumers than… to create a contest like this.”

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