CoorsLight uses on-pack QR code for Super Bowl XLV promo

Coors Light is grabbing a piece of the Super Bowl XLV spotlight—and shining it on the fans. Beginning Dec. 15, 2010, and running through Feb. 6, 2011, the official beer sponsor of the NFL and Super Bowl XLV is encouraging legal-drinking-age-consumers to "Snap, Send, Score" for a chance to win unthinkable access to the biggest football game of the year and other great prizes.

Using SnapTag technology customized for this Coors Light promotion, any adult with a smartphone can Snap a photo of the Coors Light SnapTag logo on packaging and other promotional materials and Send it in for a chance to Score unique prizes. All eligible consumers will be vying for the "Super Bowl Insider" grand prize—a trip to north Texas with unthinkable access to Super Bowl XLV weekend.

The grand prize awards one winner and three friends tickets to the game, a stadium tour, behind-the-scenes access to a halftime show rehearsal, a picture holding the Lombardi Trophy and tickets to the Coors Light Super Bowl Party at the "world's largest honky tonk," Billy Bob's Texas, featuring the musical talents of local favorite the Casey Donahew Band, Uncle Kracker and headliner Blake Shelton.

Two first prize winners will also get hooked up with a trip to north Texas, tickets to Super Bowl XLV, access to the Coors Light Super Bowl Party and more. Other fantastic 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.

"For Coors Light, the unthinkable is never out of the question, so the brand is excited to give fans across the country a chance to win prizes they would never expect, in celebration of Super Bowl XLV," says Rick Gomez, vp of marketing for the Coors Family of Brands. "As the official beer of the NFL and the Super Bowl, we're bringing fans closer to the game than they ever imagined possible by taking insider access to a whole new level."

Coors Light is partnering with Razorfish, the brand's digital agency, and SpyderLynk to produce the SnapTag promotion. This Coors Light campaign takes advantage of the SnapTag technology to easily customize regional extensions to a national promotion; there are 11 regional extensions for this Super Bowl promotion. Promotional SnapTags can be found on specially marked packaging of Coors Light and Coors Banquet as well as on billboards, online and wherever Coors Light is sold.

Source: MillerCoors