Coors Light drive trial in Pitcher & Piano

Coors Brewers used the latest digital technology to drive trial of Coors Light in Pitcher & Piano, in a unique promotion.

Targeting both existing and new Coors Light drinkers by email, consumers downloaded a voucher to redeem against free bottle of Coors Light, which they could either print – or receive as a text message on their mobile.

The vouchers, printed or mobile, could then be redeemed by Pitcher & Piano staff, who verified the transaction using the latest chip and pin technology.

Nicola Young, Insight & Marketing Communications Director said:

“This is a great example of how we have listened and worked with Pitcher & Piano to deliver a unique piece of activity that will not only drive footfall into 28 Pitcher & Piano bars but will also drive up weighted purchase of Coors Light with both new and existing consumers.

It will also reward existing Pitcher & Piano customers, who will be able to download the voucher via a Pitcher & Piano email, creating potential to collaborate on further joint digital activity in the future

Redemptions were higher than we expected and we attributed this to the innovative use of technology and mobile vouchers”.

The promotion ran from Monday 10th November 2008 until Sunday 30th November 2008, the promotion for a free bottle of Coors Light was valid from Monday to Thursday, 12 to 7pm. The ‘buy one and try one free’ mechanic ran at any other time.

Coors has utilised Eagle Eye Solutions patented mobile voucher redemption systems to enable the real time authorisation, validation and tracking of the mobile vouchers.

……ends

Notes to Editors

Coors Light is the genuine light tasting 4.5% beer, brewed to taste light using Coors Rocky Mountains recipe and special brewing process. A global beer brand, it is the seventh biggest in the world and reflects the spirit of Colorado’s Rocky Mountains, the worldwide home of Coors for more than 130 years.

Mobile technology for this promotion was supplied by www.eagleeyesolutions.co.uk

Contact details for further information

Consumer website: www.coorslight.co.uk
For further information: Lisa Crilly-McKean, Customer Marketing
01283 882055, lisa.crilly-mckean.com or visit www.coorsbrewers.com