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Beer Mission Campaigns

Coors Light Introduces Its 'Search and Rescue' Promotion

— July 5, 2014 — Marketing
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.

Trend Themes
1. Treasure Hunt Campaigns - Opportunity for companies to implement treasure hunt campaigns utilizing online technology and social media to engage consumers and provide unique experiences and prizes.
2. Brand Activations - Trend of brands activating unique experiences for consumers through creative campaigns and promotions.
3. Adventure-based Marketing - Innovative approach to marketing by designing campaigns around adventure and thrill-based activities to attract consumers and enhance brand loyalty.
Industry Implications
1. Beverage Industry - Opportunity for beverage companies to engage consumers and promote their brand through unique and exciting campaigns that offer prizes and experiences.
2. Event Planning Industry - Opportunity for event planners to design and execute unique and exciting treasure hunt campaigns for brands and businesses to attract consumers and increase engagement.
3. Marketing Industry - Opportunity for marketing agencies to design and execute creative and innovative campaigns that provide unique experiences for the consumers and enhance brand loyalty.
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