For its latest Coors Light promotion, Molson is using its familiar tag line, only this time it’s unfinished.
The brand has long been using lines like “Colder than Kim when you called her Katie,” to promote its cold-certified cans and bottles, but this summer Coors is asking consumers to come up with their own “Colder than…” slogans.
New Coors banner ads feature the start of the slogan with a blank space where users can complete the line for a chance to win a prize pack and have their copy included in a Coors ad.
Launched June 15, the “Colder than… contest” asks users to submit tag lines to CoorsLight.ca.
Coors Fans can also use an iPhone app to submit slogans, or send them via text.
The brewer is selecting 10 finalists from both English and French Canada, and asking consumers to vote on their favourite from Aug. 18 to 30.
The two winners will receive a custom-made beer fridge with their line on the door, and a Coors Light party, in addition to having their line included in a future campaign.
Molson decided to use a social-media based, user-generated content campaign after seeing Coors fans were coming up with “Colder than…” slogans and posting them to the Coors Light Facebook page, said Coors Light brand manager Jamie Sprules. “We decided to provide them a canvas to come up with their own lines.”
Since launching the contest website on June 15, users have uploaded hundreds of slogans, many of which are campaign worthy, said Sprules.
“Some of them are excellent,” he said, adding that he expects Coors to use the top user generated tag lines in a 2010 out of home campaign. “The best lines will be included on billboards across the country.”
Slogans fans have already uploaded include: “Colder than an NHL franchise in Hamilton,” “Colder than the Olympic loonie at centre ice,” and “Colder than streaking in the dead of winter and realizing you forgot your keys.”
Sprules said he expects many more entries once the brand kicks off contest promotions this week.
To promote the contest, Coors had 58Ninety Inc. create banner ads which allow users to type their own “Colder than…” line directly into the ad before submitting it.
Coors also placed ads featuring the “Colder than…” tag and contest info in July’s issue of Maxim and the August issue of Summum in Quebec.
The company also had its agency, DraftFCB, come up with several “Colder than…” tag lines to be featured on posters and street projections in major markets like Montreal, Toronto, Vancouver, and Calgary.
