GPS! - Coors Light Launches the GPS Bottle or Can Promotion Nationally

Canada News Wire ^ | 7/2/03 | Stacia Morris

[Pro-Bush]

GPS! Groundbreaking Proven Success - Coors Light Launches the GPS Bottle or Can Promotion Nationally

TORONTO, July 2 /CNW/ - For the first time, Coors Light is launching its GPS Bottle or Can promotion nationally, featuring an exciting, instant-win mechanism that makes use of Global Positioning System (GPS) satellite technology to locate winners.

Beginning June 30, consumers who find a GPS Bottle or Can in specially marked packs of Coors Light could be eligible to instantly win one of five Silver Satellite Home Entertainment systems, including a 50" Sony Grand WEGA TV, DVD Dream system and a Star Choice Satellite System complete with a full year of top tier service.

Coors Light is using this cutting edge, GPS satellite technology to locate winners. Each GPS Bottle and Can is equipped with a transmitter that is activated by simply twisting off the cap or opening the can. Once activated, a signal will be transmitted to a network of satellites orbiting the earth, and the exact location of the winner will be determined. Immediately after locating the lucky winner, Coors Light / Star Choice will dispatch a team to deliver the home entertainment system prize and have it installed in the winner's home.

"Given the immense success of the previously named Tracker Bottle promotion in both 2001 and 2002 in Quebec, we decided to launch the program Nationally," stated Denis Ferlatte, Brand Manager for Coors Light. "Last year, the promotion enabled Coors Light to increase sales and market share in Quebec and, as well, to project a progressive, innovative image to the brand's target consumer segment. The simple, yet ground-breaking mechanics of the Coors Light Tracker Bottle has transformed this original promotion into a smash hit," he added.

To support the promotion, a major advertising campaign complete with a radio spot, print ad, English and French Television in Quebec and store level communication will be conducted nationally excluding Ontario and Newfoundland. Marketing Drive Worldwide produced the look and feel of the creative. The creative team included Dan Sloan, Jan Shalla, Rob Rathke and Craig Bond. Mondialis adapted their TV spot from last year to run again in Quebec. The creative team in Quebec included Marie Toron, Chantal Deschamps and Charles Paquin.

Coors Light GPS Bottle or Can: A Winning Promotion The success of the promotion was recognized at the 2002 PROMO! Awards, receiving three Gold awards in the categories of Beverage (Alcoholic), Innovation and Best of Show, 2 Globes in the categories of Best Idea or Concept and Best use of Innovation and 1 Gold Marketing Magazine Award.

[Pro-Bush]

[DPB101]

Colt 45, Schiltz Malt Liquor and MD 20-20 should do this. Their customers are more difficult to locate.

[Pro-Bush]

Colt 45, Schiltz Malt Liquor and MD 20-20 should do this. Their customers are more difficult to locate.

Once activated, a signal will be transmitted to a network of satellites orbiting the earth, and the exact location of the winner will be determined. Immediately after locating the lucky winner, Coors Light / Star Choice will dispatch a team to deliver the home entertainment system prize and have it installed in the winner's home.

Imagine a bum getting a home entertainment system delivered to his alley crawlspace next to a dumpster!

[Hank Rearden]

But do you have to actually drink that weaselpee after you open it, to win the prize?

Coors is bad enough; Coors Light is utterly pointless.

[Pro-Bush]

I prefer Coors Light over Bud Light any day. I only drink Coors light when I am at my in-laws, or at the ball game..since it has no drunken affect on me. My favorite beer, which I have a frosty mug of right now is:

[xm177e2]

That's good... but Red Nectar Ale is better.

[Consort]

[DPB101]

Imagine a bum getting a home entertainment system delivered to his alley crawlspace next to a dumpster!

I can dream, can't I?

(K-mart is shut down now but they still have the power and phone on out on the loading dock)

Condom makers might find this a good promo too.

[Pro-Bush]

Red Nectar ale is excellent (I like the bird on the label)hummingbird??...But I must say that my number two is Red Tail ale, and then I would say Bass ale in at number three. Arogant Bastard ale is also a contender!

[Pro-Bush]

chuckle..

[Neanderthal]

I stick with the porter, and sometimes the stout. SN Porter may well be the best beer in the world, especially when served at temperature of about 60 degrees.

[searchandrecovery]

Wait, wait - must pick self up off floor. Stunned.

First thought - well, what do you expect from Canada - gay marriage AND French-speaking (not to mention gun-grabbing)?

But this is Coors - I drink this stuff. Beer and GPS - what marketing genius thought of this?!?!?!?

Hold muh beer. No, wait, throw it out the window! I'ts GPS-live!

Must put on tinfoil hat before falling to floor.....

[Cate]

oh gads, this is way too funny. Can you imagine Coors horror at their lucky can being tossed into a fire and blown to smitherens? Or some 16 yr old on a illegal party winning? This is incredible. They should just give me the prizes and I'm over 21 yrs of age, have an address where they can deliver the goods, and I've actually drank Coors Light.

[Flyer]

Once activated, a signal will be transmitted to a network of satellites orbiting the earth, and the exact location of the winner will be determined

Be careful where you are when you open your next bottle of Coors.

[sushiman]

" Be careful where you are when you open your next bottle of Coors."

I am not planning to poison anybody in the forseeable future ...

[AAABEST]

If they would have done this when I drank this swampwater, they would have found a stupid 16 year old behind the grocery store with his just as stupid friends.

[Lockbar]

Humor: Coors employees work in secret lab assembling their "Coors-Hercules Special" that will be fired when the first Coors GPS Bottle is opened. "That sucker ain't getting nothin! He's gunna blow up REAL GOOD!" said Karl Mengela, Coors brewing specialist. "We're keeping them big screen TV's for ourselves!" The Coors-Hercules will zero in on the GPS tracking system inserted in the winning bottle. "We know that this will lead to some initial bad publicity," said a Coors missile lab spokesman, "but the public has short attention span, and eventually our selfishness will be forgotten."

[RandallFlagg]

Wait a minute! I've worked there for years and am just NOW finding about this?!?!

[mhking]

"Hold muh beer 'n watch this!" PING....

If you want on or off this list, please let me know!

[Cachelot]

Or some 16 yr old on a illegal party winning?

Or at some hacker lan-party. "Hey, someone just opened 50.000 winning cans two blocks away..."