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Coors Light segments NASCAR fans through app sponsorship

MillerCoors-owned Coors Light has inked a year-long deal with Turner Broadcasting, which includes a sponsorship of the new NASCAR Mobile 2013 applications.

Coors Light is using the sponsorship with in-application banners and content to connect with NASCAR?s core demographic of sports fans. The initiative builds on Coors Light?s previous mobile initiatives to target consumers by demographic.

?As the long-standing official beer of NASCAR, we continually look for ways to connect the Coors Light brand to this passionate fan base beyond traditional tactics,? said Brad Feinberg, media services marketing manager at MillerCoors, Chicago.

?We know that more now than ever, legal-drinking-age NASCAR fans are in search of content when and where they want it ? mobile messaging fits perfectly with this trend,? he said.

?For Coors Light, we will use this as an opportunity to extend our Cold Hard Facts theme as a way to provide NASCAR fans the content they want.?

Chill on mobile
Coors Light is using the app sponsorship to build on its Cold Hard Facts efforts. Branded content inside the app will drive consumers to a Coors Light hub of information that includes NASCAR facts and videos.

The hub also features content from Miss Coors Light ? the beer brand and NASCAR spokesmodel. The Miss Coors Light content will also spill over to sponsorships on additional digital platforms from NASCAR and Coors Light.

Additionally, Coors Light is ramping up its social presence via the app sponsorship. In-app banner ads direct consumers to Coors Light?s Facebook page, where they can ?Like? the brand and see what others are saying about Coors Light.

Coors Light is one of four planned advertisers in the new NASCAR app.

Sprint and Toyota are also sponsors and the fourth advertiser will be named at a later date.

The app sponsorship is part of a bigger partnership between MillerCoors and Turner Broadcasting, which operates NASCAR.

Under the deal, MillerCoors has partnered with Turner Broadcasting for several multiscreen marketing opportunities in 2013.

For example, Coors Light will also be woven into Bleacher Report?s Team Stream app, and Miller 64 and Miller Lite will be integrated into TNT?s upcoming series The Hero.

Mobile gulp
This is not the first time that Coors Light is using mobile advertising to push its Cold Hard Facts content.

For the Super Bowl this year, Coors Light ran a mobile advertising campaign on ESPN?s mobile site that drove users to a page that included a list of Cold Hard Facts for the upcoming game (see story).

Personalization is everything in mobile advertising, and by tweaking the content for NASCAR fans, Coors Light is able to weave its brand into relevant information for app users.

?Winning with 21- to 27-year-olds is important to the ongoing success of Coors Light, and we know the NASCAR mobile user is part of that demographic,? Mr. Feinberg said.

?We know NASCAR is currently working to broaden its appeal ? we applaud their efforts and think their new mobile app is a great way to strengthen the sport?s relevance with millennial fans,? he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York