SOURCE: MillerCoors

MillerCoors

December 15, 2010 14:07 ET

Coors Light Makes the Unthinkable... Thinkable, With Insider Access to Super Bowl XLV

"World's Most Refreshing Beer" Launches Fan-Tastic Promotion; Prizes Include Actual Game-Used Turf and Memorabilia

CHICAGO, IL--(Marketwire - December 15, 2010) - Coors Light is grabbing a piece of the Super Bowl XLV spotlight -- and shining it on the fans. Beginning now and running through Feb. 6, 2011, the official beer sponsor of the NFL and Super Bowl XLV is encouraging legal-drinking-age-consumers to "Snap, Send, Score" for a chance to win unthinkable access to the biggest football game of the year and other great prizes.

Using SnapTag™ technology customized for this Coors Light promotion, any adult with a Smartphone can Snap a photo of the Coors Light SnapTag logo on packaging and other promotional materials and Send it in for a chance to Score a variety of unique prizes. All eligible consumers will be vying for the "Super Bowl Insider" grand prize -- a trip to north Texas with unthinkable access to Super Bowl XLV weekend.

The grand prize awards one winner and three friends roundtrip airfare and hotel accommodations in north Texas, tickets to the game, a stadium tour, a picture holding the Lombardi Trophy, and tickets to the Coors Light Super Bowl Party at the "world's largest honky tonk," Billy Bob's Texas, featuring the musical talents of local favorite the Casey Donahew Band, Uncle Kracker and headliner Blake Shelton.

Two first prize winners will also get hooked up with a trip to north Texas, tickets to Super Bowl XLV, access to the Coors Light Super Bowl Party and more. Other fantastic prizes include a football signed by the Super Bowl XLV champions; autographed, game-used items such as end zone pylons, kicking tees and footballs; actual patches of game-used turf; official NFL and Super Bowl gear; flat-screen TVs; and NFLShop.com gift cards.

"For Coors Light, the unthinkable is never out of the question, so the brand is excited to give fans across the country a chance to win prizes they would never expect, in celebration of Super Bowl XLV," said Rick Gomez, vice president of marketing for the Coors Family of Brands. "As the official beer of the NFL and the Super Bowl, we're bringing fans closer to the game than they ever imagined possible by taking insider access to a whole new level."

Coors Light is partnering with Razorfish, the brand's digital agency, and SpyderLynk to produce the SnapTag promotion. This Coors Light campaign takes advantage of the SnapTag technology to easily customize regional extensions to a national promotion; there are eleven regional extensions for this Super Bowl promotion. Promotional SnapTags can be found on specially marked packaging of Coors Light and Coors Banquet as well as on billboards, online and wherever Coors Light is sold.

For more information on the promotion, prizing and rules visit CoorsLight.com/SuperBowl.

About MillerCoors
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wis., and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

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