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Coors Light makes major play at Hispanic market with multi-pronged mobile campaign

MillerCoors-owned beer giant Coors Light is rolling out a mobile campaign that uses SMS, mobile Web and an Android application to connect with Hispanic sports fans.

Coors Light is using the new mobile campaign to target Mexico?s Primera Division soccer fans. Coors Light launched a Web site as part of the digital effort last year and is aiming to give consumers access to digital content from their favorite teams on their handsets with the new initiative. 

?At Coors Light we understand that we need to constantly have a dialogue with our core Hispanic consumers,? said Cris Rivera, marketing manager for Coors Light Hispanic, Chicago.

?We listen to them and recognize what they want and where they play, and in that same vein we want to provide them with the tools to better connect with the sport they are most passionate about ? Primera Division soccer,? he said.

?That is why we launched last year. The consumers spoke, letting us know they wanted access to the features of the Web site when they are on the go.?

The Primera Division league includes 18 different Mexican soccer teams and is part of the Federación Mexicana de Fútbol.

Mobile fans
The digital push revolves around Coors Light?s sponsorship of the Primera Division.

Primera Division fans can type into their mobile browsers to keep up to date on the sports league.

After entering an of-age birthday, consumers can view a calendar of all upcoming games, read articles and play games. By creating an account, users can guess which teams will win each week.

Additionally, the mobile site encourages users to visit the CoolCast Web portal, which uses a desktop?s camera to let sports fans watch games alongside hostess Ms. CoolCast in a second-screen experience.

The Coors Light logo is prominently placed at the top of the mobile site and promotes the Fans del Frio Android app, which users can download to add game reminders to their device?s calendars.

The campaign also includes a SMS portion that lets consumers text in codes found on Coors Light bottles and cans for a chance to win a trip to the Opening Classic championship final in Mexico.

To enter the sweepstakes, users can text the on-pack codes to the short code 4COLD.

Engaged audience
Using a three-channel mobile campaign is a smart way for Coors Light to interact with sports fans.

Sports fans are a natural demographic to target mobile initiatives towards with their on-the-go lifestyle.

The Hispanic demographic is an also a strong mobile group of consumers who are plugged into their devices.

For example, a recent study from the agencies Sensis and White Horse found that Hispanic users have high mobile Web and social media behavior.

This is not the first time MillerCoors has used mobile to connect with soccer fans.

The company has a similar sponsorship with the Mexican soccer team Club Deportivo Guadalajara for its Miller Lite brand. Most recently, the company let sports fans watch games via a mobile site (see story).

?Not only does a mobile execution help us engage Coors Light?s Hispanic legal-drinking-age consumers, but it also allows them to interact with Mexican soccer, one of the most passionately followed sports in the Hispanic market,? Mr. Rivera said.

?As Hispanics over index on mobile usage, we want to be the vehicle by which they consume information on that passion point, providing them with exclusive and compelling content that is compatible with their lifestyle,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York