Coors Light Introduces Its 'Search and Rescue' Promotion

By: Vasiliki Marapas - Published: Jul 5, 2014 • References: searchandrescue & newswire
The Coors Light 'Search and Rescue' campaign will ensure your summer is anything but ordinary. That is, if you can manage to find (and "rescue") one of the 880 Search+Rescue boxes hidden across the country.

The month-long campaign is arranged in the form of a treasure hunt (complete with the help of an online treasure map and corresponding Twitter clues). Inside each box is an adventurous prize, whether it's something like racecar driving and rafting trips or access to Coors Light parties. Smaller prizes include items such as wakeboarding gear and gift cards. Molson Coors' senior marketing manager Karl Bonar explains, "Search+Rescue helps our fans get more out of summer with surprise experiences and prizes that turn average into awesome and the uneventful into the unforgettable."

After registering online, locations of unclaimed prizes appear on a map. If you manage to locate a box, you simply follow and tweet a picture yourself with the box code number and hashtag #searchandrescue to @coorslightCA. Stats for Beer Mission Campaigns Trending: Older & Mild
Research: 1,085 clicks in 98 w
Interest: 0.9 minutes
Concept: Search And Rescue
Related: 95 examples / 73 photos
Segment: Males, 18-55
Comparison Set: 35 similar articles, including: soul-searching beer commercials, satirically honest brand slogans, and profane beer commercials.