Coors Light is offering Super Bowl fans a way to get to the game through their mobile phones — and an interactive version of its logo.
The beer brand's "Snap. Send. Score" promotion, running through Feb. 6, encourages fans to take photos of SnapTag logos with a smartphone and send them in to have a chance at winning prizes, including a deluxe trip to the game.
They can be found on Coors Light and Coors Banquet packaging as well as billboards, online and in stores. The grand prize awards one winner and three friends roundtrip airfare and hotel accommodations in north Texas, tickets to the game, a stadium tour, a picture holding the Lombardi Trophy and tickets to the Coors Light Super Bowl Party at Billy Bob’s Texas.
Two first prize winners will win a trip to north Texas, tickets to Super Bowl XLV, access to the Coors Light Super Bowl Party and more. Other prizes include a football signed by the Super Bowl XLV champions; autographed, game-used items such as end zone pylons, kicking tees and footballs; actual patches of game-used turf; official NFL and Super Bowl gear; flat-screen TVs; and NFLShop.com gift cards.
Absolut recently introduced a Quick Response (QR) neck collar on 200,000 bottles that can be waved over iPhones to instantly download the brand's Drinkspiration app for free. Coors Light's Super Bowl promotion is another instance of taking consumers in the real world and drawing them in to engage with the brand in the digital space.
Of course, the end goal is real-world results: sales for Coors Light and a trip to the Super Bowl for fans.
Spyderlynk founder and CEO Nicole Skogg , a veteran mobile marketer, created SnapTags as interactive logos that reinforce brand identity in a way that barcodes can't, and can be used to support campaigns across platforms, inclding print ads, packaging and signage.
To spur usage by consumers, there's no app to download. Just snap a photo, send it to a phone number or email address, and be entered to win prizes from the likes of Inception and Bud Light, two other recent brands recently deploying SnapTags: