MillerCoors Using Mobile Game Startup To Promote Light Beer During NCAA Tournament

Chicago-based mobile game developer Box Score Games “could get its biggest exposure to date” during the NCAA Tournament, as client MillerCoors “plans to use the game Jump Ball to promote Coors Light at about 80 Buffalo Wild Wings locations,” according to Cheryl Jackson of the CHICAGO TRIBUNE. The brewer “piloted a similar program with Box Score Games through a different chain last summer.” Box Score Games “creates mobile games to be played while watching sports events” and brands can “license the games, with players who win prizes pushed into brands' loyalty programs for redemption.” Box Score Games co-Founder Thomas Derhake said that the company's goal is to "keep customers engaged during a time when attention can veer away from mobile devices." He added that MillerCoors “licensed the game and will provide promotional items to notify users of its availability while at the venues” (CHICAGO TRIBUNE, 3/7).