Innovative initiative puts Coors Light in middle of football action for TiVo users
Exclusive, Integrated Program Throughout Remainder of NFL Season to Include Consumer-Generated Content
Coors Light, “The World’s Most Refreshing Beer,” and TiVo announced a first-of-its-kind advertising program that will make Coors Light a prominent presence on the TiVo user interface during NFL telecasts. The advertising program debuts this week and includes the Super Bowl, one of the most watched events of the year.
Coors Light will deliver its “refreshment as cold as the Rockies” message to TiVo viewers in several ways throughout this period. Whenever fans see a Coors Light prompt while watching NFL programming, they will have the opportunity to go to the Coors Light NFL Showcase. The Showcase will offer a variety of special content such as behind-the-scenes footage from the popular Coors Light “Coaches” ads, consumer-generated versions of the TV spots and details on how to win Super Bowl tickets and other prizes as part of the Coors Light “Countdown to 44″ promotion.
“This is an exciting opportunity to strengthen consumer awareness of Coors Light as the Official Beer Sponsor of the NFL and Super Bowl by engaging the millions of TiVo users across the country,” said Jackie Woodward, vice president of marketing services at MillerCoors. “By going beyond the traditional 30-second TV ad and providing unique, engaging content at multiple entry points, we expect to make a strong impact with TiVo viewers.”
Anytime a fan pauses or deletes NFL programming, they will see a Coors Light-branded prompt inviting them to visit the Coors Light NFL Showcase Page. A prompt also will appear on TiVo Central, the TiVo Showcase Grid and during Coors Light ads that show on screen when consumers are rewinding or fast-forwarding programs.
As part of the Coors Light Showcase, Coors Light and TiVo will team up with XLNTads to invite legal-drinking-age consumers to create their own take on the Coors Light “Coaches” ads. XLNTads has posted a creative brief for the Coors Light assignment before its Poptent network of 12,000+ videographers and is expected to receive more than 100 video entries for the brand to consider for the TiVo Showcase.
Tara Maitra, vice president and general manager of content services and advertising sales at TiVo Inc., said, “With the increase of DVR homes across the country, brands need to be able to expand their presence and offer unique, compelling content for consumers. As TV viewing habits evolve, even sporting events, which are typically watched live, are becoming more prone to timeshifting and, as a result, are experiencing increased levels of commercial avoidance. We are pleased that Coors Light is taking advantage of our full suite of interactive advertising options as our solutions provide unique ways to reach the DVR viewer.”
Source: MillerCoors
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