The promotion is the company's first foray into the world of consumer-generated content, and it could provide CarryOn Communications, its new AOR for brand PR, with its first task.
Coors is asking of-age drinkers to submit videos explaining why they should be selected for a trip to the Super Bowl. The videos will be posted on one of two Web sites - Coorslight.com or Coorsbeer.com - where adults will have a week to vote for their favorite video.
Over the next few weeks, Coors will choose five winners. The first two winners will be awarded with trips to the 2008 Super Bowl; the remaining three will go to the 2009 game.
Jenny Volinakis, group manager for external communications at Coors, said part of the decision to use consumer-generated content was that it identified the right motivating factors.
"You need to look at what the motivation is for someone to spend the time to create the video, and Super Bowl tickets are a big draw for any sports fan," she added. "It seemed like a natural fit to try this for the first time."
The videos are not going to be used in any television spots, Volinakis explained.
Coors is considering a number of PR efforts to help back the promotion, she continued.
Some such possibilities include using the winners as Super Bowl correspondents for their home towns or pitching their stories to local newspapers and broadcast outlets. Volinakis said this would be the latter part of the campaign that CarryOn would handle, but plans are not definite at this point.
"We need to see what things look like when we find out who the winners are and what markets they are from," Volinakis explained.
The promotion is also being supported by point-of-sale materials, on-package announcements, radio ads, and online buys on sites such as Yahoo Sports, Fox Sports, and YouTube.
GolinHarris handles corporate PR for Coors.