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Coors Light activates Super Bowl campaign with mobile call-to-action

Beer giant MillerCoors is running an interactive mobile campaign offering Coors Light consumers a chance to win instant and sweepstakes prizes such as a trip to the Super Bowl.

The brewer tapped Razorfish and SypderLynk to launch the largest execution of SnapTag technology to date in the new mobile campaign for Coors Light, official beer sponsor of the NFL and Super Bowl XLV. Razorfish, the digital agency of record for Coors Light, developed the digital campaign to extend the beer brand?s Super Bowl presence and connect the brand with consumers prior to game day.

"As the official beer sponsor of the Super Bowl, our objective is to give beer drinkers the kind of insider access they could only get from Coors Light,? said Dan Hennessy, marketing director for Coors Light at MillerCoors, Dallas.

?And 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," he said.

In addition to MillerCoors, Razorfish clients include Carnival Cruise Lines, Levi Strauss & Co., McDonald?s and Starwood Hotels.

With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe?s VivaKi, a global digital knowledge and resource center.

SpyderLynk?s SnapTag is a logo-centric mobile activation tool that makes brand logos featured on any type of packaging, advertising, signage or screens interactive.

Consumers with smartphones or standard camera phones can snap and send a picture of a SnapTag to activate a multifunctional, multimedia interactive dialogue with brands.

Brands such as Coke Zero, Bertolli, Caress and Degree, Revlon, L?Oreal, Martha Stewart Omni Media, Warner Brothers, Toyota and Bud Light others are using SpyderLynk?s technology to engage consumers and accelerate brand purchasing decisions.

Super mobile campaign
Razorfish tapped SpyderLynk to deploy their patent-pending SnapTag technology, a mobile tagging experience similar to 2D bar codes that lets consumers interact with special branded tags using only their mobile phone?s camera and standard messaging capabilities.

Mr. Hennessy said that Coors Light wanted to provide unthinkable access to the Super Bowl, so the brewer worked with Razorfish and SpyderLynk to develop a campaign that delivers new ways for fans to experience the big game alongside its brand.

The sweepstakes, which will run until Feb. 6, provides eligible fans ages 21 and older the ability to ?Snap, Send and Score? for a chance to win hundreds of prizes, including autographed, game-used items such as kicking tees and footballs, official NFL and Super Bowl gear, flatscreen TVs and gift cards.

To enter, consumers simply have to snap a picture of the special Coors Light SnapTag, which is found on product packaging, in-store displays, out-of-home advertising, digital ads and other branded materials, and send it in via their phone?s standard messaging capabilities.

The program is supported with banner advertising on and Facebook. Out-of-home advertising appears in locations such as bus shelters.

?The target demographic of the campaign is males ages 21-28,? said Ryan Lindholm, Chicago-based client partner at Razorfish. ?Razorfish identified that Coors Light could take advantage of the SnapTag?s ability to maintain consistent branding while also implementing promotional variations with a change of the SnapTag Code Ring.?

Additionally, Razorfish created the campaign microsite at and the creative for supporting digital ads.

SypderLynk?s SnapTag technology works with any mobile phone and does not require a QR-code or any other downloaded application, which has proven to be a major barrier of entry for mobile tagging.

SnapTags can also be customized to provide specific regional extensions to a national promotion.

?Coors Light employed SnapTags to create a personal and interactive dialogue with consumers,? said Jane McPherson, chief marketing officer at SpyderLynk, Denver. ?The image recognition technology allows the brand to connect with consumers via their mobile device through six different SnapTag Code Rings.

?Consumers have the opportunity to engage across packaging, OOH bus shelters, digital banner ads and POP,? she said. ?There are also eleven different regional and chain Super Bowl SnapTag campaigns allowing for local market customization.

?Retailers and regional markets are able to further support the national promotion with locally relevant programs for their consumers, another great advantage and success for this program.?

Final Take
Razorfish's Russel Taylor