COORS AND TEXTING CONTESTS

"Probably the most important medium for advertising in the 21st century is going to be the cell phone, not print media, not billboards. It's just a matter of time, there are just too many of them."  said Gerry Purdy, an analyst for Frost and Sullivan. 

Coors Light has been using mobile marketing to promote themselves for the last two years. Coors uses their strategy for a variety of "text based promotions". They send out chances to win prizes, free beer, and more promotional ads. In 2009, they launched a 2009 Mystery Mansion promotion, which offered the Coors Light customers a chance to win a vacation to the Coors Light Mystery Mansion. What they did was text a unique pin to a short SMS code, which sent out texts to the different phones. They had an interactive website and package advertising that supported this promotional sweepstakes. They also had a "Colder than..." text contest which "encouraged consumer interaction with the Coors Light brand by encouraging entrants to create and submit an advertising slogan starting with the words ‘Colder than...’ for a chance to win prizes". 


The target audience for this promotion would be college student, and people in their mid 20's, mostly male. All of these beer drinkers were targeted. Also, these people enjoyed vacationing and winning free things. It was perfect for a "party" person who loves to have fun.


Personally, I think it's a GREAT idea to have contests through texting, rather than just sending a mass text. By being able to have the customers reply and interact with Coors, it makes us feel important and wanted. And who doesn't love to compete?? Competing is human nature, especially to people our age. And it's always fun to win something. Winning a vacation, or even a t-shirt, Coors Light really was able to attract many new customers. It's inexpensive because they get sponsors, and they are able to keep up with the new technology. I would text Coors!