Coors Banquet’s Firebird Giveaway is…well…fire
I love beer brand marketing and advertising. It’s all about lifestyle, getting folks’ attention and, often, making an old product that hasn’t changed seem a whole lot more interesting again…even if for a few minutes.
It’s why another one of my recent favorites comes from the category. This time it’s Miller Coors and an effort on behalf of the yellow bellied Coors Banquet Beer. Specifically, a statewide scavenger hunt with a 1977 Firebird as the treasure at the end of the rainbow for one lucky winner.
The motivation and insight sitting behind the idea lies in a nod to the beer’s history.
The promotion taps into that Colorado-heavy legacy and leads searchers around the state in a good ole-fashioned scavenger hunt style (infused with a little modern tech courtesy of QR codes and the like). From the brand’s press release…
“The search is open to fans and thrill seekers 21+ with a valid driver’s license and will take place in Colorado. Participants can enter by registering at www.coorsbanquetmobile.com starting at 7 am MT on Thursday, June 3. The hunt for the car will begin on Friday, June 11 at 7 am MT, during which time participants will receive their first clue via email. The hunt will close once the car is found and an official winner is verified (or after 72 hours). There will be a QR code at each correct clue location – snag a selfie at the physical clue location, scan the QR code with your smartphone and you’ll receive your next clue.”
Just love the whole 70s nostalgia vibe. Delivers on some urgency and executed locally for efficiency and storytelling reasons. A great way to get new press for an old brand.
Tip o’ the cap, Coors Banquet Beer.
We see ya.
