Mobile technology deployed for Coors Light’s Super Bowl campaign

Razorfish and SypderLynk have launched 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. The interactive mobile campaign delivers a chance to win instant and sweepstakes prizes for Coors Light fans. 

Razorfish, the digital AOR for Coors Light, developed the digital campaign to extend Coors Light’s Super Bowl presence and connect the brand with consumers prior to game day. Razorfish tapped SpyderLynk to deploy its patent-pending SnapTag technology, an advanced mobile tagging experience that allows consumers to interact with special branded tags using only their mobile phone’s camera and standard messaging capabilities. 

‘Coors Light wanted to provide unthinkable access to the Super Bowl, so we worked with Razorfish and SpyderLynk to develop a campaign that delivers new ways for our fans to experience the big game alongside our brand,’ said Dan Hennessy, Coors Light marketing director. 

The sweepstakes, which will run until February 6, 2011, provides eligible (21 and older) fans 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, flat-screen TVs and NFLShop.com gift cards. To enter, a consumer simply has 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. 

‘Razorfish delivered an engaging mobile experience for Coors Light that not only offers fans a chance to score unbelievable Super Bowl prizes, but also invites them to interact with the brand wherever they are – in the grocery store, standing at the bus stop or at a bar with friends. By doing so, we’re able to extend Coors Light’s Super Bowl partnership, and provide incredible value for consumers,’ said Rachel Lanhem, VP of client engagement at Razorfish. 

SypderLynk’s SnapTag technology works with any mobile phone and does not require a QR-code or any other downloaded app, which has proven to be a major barrier of entry for mobile tagging. It is also easily customized to provide specific regional extensions to a national promotion. 

‘We are delighted to work with Coors Light and Razorfish to deliver a fully-interactive and exciting engagement to football fans,’ said Jane McPherson, CMO of SpyderLynk. ‘As the only logo-centric mobile activation tool in the marketplace today, SnapTags allow Coors Light to deliver a seamless experience to a broad base of fans.’ 

Additionally, Razorfish created the campaign microsite, CoorsLight.com/SuperBowl, and the creative for supporting digital ads. For more information on the promotion, prizing and rules visit http://www.coorslight.com/superbowl/how.aspx. 

Click here to read Danielle Jerschefske’s ‘Scanning the market’ article about SnapTag technology’s integration at AC Golden Brewing Company