By Editor on April 12, 2010 · Leave a Comment
In order to illustrate the potential of marketing, MillerCoor’s Coors Light beer brand is running an ad campaign across an application for iPad on the new Apple mobile device
The specific ad units Coors Light is running within the Sporting News Today issue on Zinio’s iPad application include two static banner ads and a skin for the video player, as well as a short five-second pre-roll, non-audio train animation video.
According to Jon Tauber, digital media manager at MillerCoors, many of their key beer drinkers, or KBDs, are big sports fans and early-adopters of new technologies.
The Sporting News offered Coors Light a unique opportunity to reach KBDs while consuming sports on a new platform that’s generating a lot of buzz.
The company regards this as the real opportunity wherein they can generate in-marketing learnings through Sporting News.
By Editor on April 8, 2010 · Leave a Comment
MillerCoors subsidiary AC Golden Brewing Co. has launched its new Colorado Native Lager which is supported by a media campaign. It includes an on-package mobile marketing programme.
The company is using Denver-based SpyderLynk’s SnapTags technology that lets the consumes snap a picture of the Colorado Native logo with their mobile phone and text it to a short code to begin a conversation with the brand.
According to Glenn Knippenberg, president of AC Golden Brewing Company, the company’s marketing approach for Colorado Native is distinctly different from other beer brands. Rather than saturate the market with traditional and big budget advertising screaming ‘try us, try us,’ the company looks forward to create a true community of their beer drinkers, to start a conversation and have them define the brand for them.
Instead of using traditional advertising to get the word out about Colorado Native, the brewer wants to reach potential drinkers where they live and spend time, and that is on their phones.
By Editor on March 19, 2010 · Leave a Comment
MillerCoors LLC has launched a Miller Genuine Draft 64-branded application that turns the iPhones of the beer’s calorie-conscious drinkers into a pedometer that can link with social networking site Facebook.
The free MGD 64 works like a traditional pedometer. Its technology can recognize a change in motion and can recalibrate accordingly.
The aim of the company is to provide consumers a new mobile tool to help them maintain their active, sociable lifestyle. They also have the option to share their progress with friends on their news feed and to join MGD 64 group challenges.
According to Tristi Pfeiffer, marketing manager for MGD 64 at MillerCoors, Chicago, the company is launching the MGD 64 Pedometer app to provide their active-lifestyle consumers with a tool that both helps them maintain a balanced lifestyle and allows them to connect with other like-minded consumers through Facebook.
As per his opinion, it is a tactic that connects well with their brand positioning and with their consumer’s desire for interesting mobile tool. The target demographic of the company is legal-drinking-age men and women who are looking for fun.
The MGD 64 pedometer application also has the ability to connect to Facebook users. Once consumers have entered their Facebook log-in information, they have the option to share their progress with friends on their news feed and to join MGD 64 group challenges.
