Coors Offers SB Tix In Consumer-Generated Content Contest
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Coors Offering Super Bowl Tickets To Winner
Of Consumer-Generated Content Contest |
Coors, in a contest dangling tickets to this or next year's Super Bowl, is asking consumers to submit video clips "to demonstrate why they deserve a trip" to the event, according to Stuart Elliott of the N.Y. TIMES. This week is the first of the five-week contest where visitors to coorsbeer.com and coorslight.com can cast a vote for one of five video clips that will be posted each week. Coors VP/Channel & Sponsorship Marketing Bryce McTavish said the company initially considered having a video-sharing Web site like YouTube host the contest, but "quickly realized for us to do it appropriately we had to manage the contest within the context of our own Web site.” Elliott notes consumers must be 21 to submit a video, which also "cannot depict Santa because the character appeals to" kids. Other guidelines for the contest include: no "famous people; references to football teams, players, coaches or owners; political themes; depictions of drinking while driving; drinking games; drinking beer 'rapidly, excessively, involuntarily'; religious references; gambling; illegal or explicit sexual activity; any form of intoxication; any beer brands that compete with Coors or Coors Light; violence; and dangerous situations." Avenue A/Razorfish Group Creative Dir Tim Sproul, whose company is working on the campaign, indicated that so far "about a quarter of the videos submitted ... have been rejected because the entrants did not follow the contest rules" (N.Y. TIMES, 1/10).
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