MillerCoors launched an effective NFL-themed Super Bowl 2011 campaign that combined attractive carton graphics with mobile marketing technology to score more beer sales during the Super Bowl season. Capitalizing on its status as the official beer sponsor of the NFL, last December MillerCoors launched football-themed packaging with an interactive on-pack sweepstakes that offered inside access to the 2011 Super Bowl.
Both traditional and digital marketing agencies were involved in creating the campaign, with the Razorfish agency spearheading the mobile marketing aspect, while Landor Associates created the packaging. Razorfish used SnapTag technology from SpyderLynk to provide seamless tagging technology, allowing consumers to easily connect with the brand using their mobile camera phones. A SnapTag consists of a brand logo encircled by a "code ring" programmed with variable code-ring breaks. The benefit of the SnapTag versus other mobile marketing technology is that it does not require the user to download an app to their phone.
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