Cracking open a cold one for the chance to win winter sports adventures with Coors

What's the problem?

Coors wanted to encourage consumer engagement and to cement Coors Light as a refreshing and exciting brand, while increasing sales in the off-trade marketplace. To do it, they needed a campaign as cool and refreshing as an ice cold beer! We helped Coors Light offer customers the chance to take part in some SUBZER-0° adventures.

What we did

On every promotional pack of Coors Light beer, a URN (unique code) was printed inside. Consumers were invited to enter the URN on the promotional website in order to find out instantly whether they were a winner of a SUBZER-0° European or UK adventure experience. From Ice Caving in Salzburg to Bobsleighing in Innsbruck, and even Snowmobiling in Lapland, the campaign encouraged fans to pick up a promotional pack of Coors Light for the chance to win an avalanche of prizes worth a cool £1 million. We protected the entire campaign against over and malredemption, as well as procuring and providing the entire prize pool.


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