Beer brand Coors Light gone online for the first time with a site
which challenges the gaming skills of contestants in a promotion.
It is pre-empting the launch of a global site for the brand early next
year.
Coors Brewing International has pumped £150,000 into producing the
initial site (www.beer-run.tv), plus in-bar scratch cards and
arcade-style computer games for the promotion, where players can win a
holiday in Colorado.
In the computer game, contestants race each other to guide a character
through a course in the quickest time while he dodges logs and ice
patches.
With the scratchcard, players work along the card winning a bottle of
Coors Light if they get to the end.
The web site, created by MCN Media, has been launched so drinkers can
practice for pitting their skills at the in-bar computer gaming
machines.
Visitors will also learn when the computer games will be visiting a bar
near them during the promotion, which is running until November.
"We wanted to produce a site, but one that people would want to go to
and not just be told about the company," said Ian McLernon, marketing
manager of Coors Light.
"It paves the way for a global site which will be an entertaining
communication channel for our target audience."
The promotion is pitched at 18 to 21-year-old males in Scotland,
Northern Ireland and the Irish Republic, where the drink is currently
available.
Drinkers in England and Wales are unable to buy the beer, although there
are plans to make it available in these markets within two years.
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