Razorfish and SpyderLynk Deploy Innovative Mobile Technology for Coors Light's Super Bowl Campaign
Razorfish and SypderLynk launched the largest execution of
innovative SnapTagTM technology to-date in the new mobile campaign for Coors Light, official
beer sponsor of the NFL and Super Bowl XLV. The interactive mobile campaign delivers a
chance to win instant and sweepstakes prizes for Coors Light fans.
Razorfish, the digital AOR for Coors Light, developed the digital campaign to extend Coors Light's
Super Bowl presence and connect the brand with consumers prior to game day. Razorfish tapped
SpyderLynk to deploy their patent-pending SnapTag technology, an advanced mobile tagging
experience that allows consumers to interact with special branded tags using only their mobile
phone's camera and standard messaging capabilities.
"Coors Light wanted to provide unthinkable access to the Super Bowl, so we worked with
Razorfish and SpyderLynk to develop a campaign that delivers new ways for our fans to
experience the big game alongside our brand," said Dan Hennessy, Coors Light marketing
The sweepstakes, which will run until February 6, 2011, provides eligible (21 and older) fans the
ability to "Snap, Send and Score" for a chance to win hundreds of prizes including autographed,
game-used items such as kicking tees and footballs, official NFL and Super Bowl gear, flat-
screen TVs and NFLShop.com gift cards. To enter, a consumer simply has to snap a picture of
the special Coors Light SnapTag, which is found on product packaging, in-store displays, out-of-
home advertising, digital ads and other branded materials, and send it in via their phone's
standard messaging capabilities.
"Razorfish delivered an engaging mobile experience for Coors Light that not only offers fans a
chance to score unbelievable Super Bowl prizes, but also invites them to interact with the brand
wherever they are - in the grocery store, standing at the bus stop or at a bar with friends. By
doing so, we're able to extend Coors Light's Super Bowl partnership, and provide incredible value
for consumers," said Rachel Lanhem, vp of client engagement at Razorfish.
SypderLynk's advanced SnapTag technology works with any mobile phone and does not require
a QR-code or any other downloaded app, which has proven to be a major barrier of entry for
mobile tagging. It is also easily customized to provide specific regional extensions to a national
"We are delighted to work with Coors Light and Razorfish to deliver a fully-interactive and exciting
engagement to football fans," said Jane McPherson, CMO of SpyderLynk. "As the only logo-
centric mobile activation tool in the marketplace today, SnapTags allow Coors Light to deliver a
seamless experience to a broad base of fans."
Additionally, Razorfish created the campaign microsite, CoorsLight.com/SuperBowl, and the
creative for supporting digital ads. For more information on the promotion, prizing and rules visit
Razorfish creates experiences that build businesses. As one of the largest interactive marketing and
technology companies in the world, Razorfish helps its clients build better brands by delivering business
results through customer experiences. Razorfish combines the best thought leadership of the consulting
world with the leading capabilities of the marketing services industry to support our clients' business needs,
such as launching new products, repositioning a brand or participating in the social world. With a
demonstrated commitment to innovation, Razorfish continues to cultivate our expertise in Social Influence
Marketing, emerging media, creative design, analytics, technology and user experience. Razorfish has
offices in markets across the United States, and in Australia, Brazil, China, France, Germany, Japan,
Singapore, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss
& Co., McDonald's and Starwood Hotels. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo
and Digitas, Razorfish is part of Publicis Groupe's (Euronext Paris: FR0000130577) VivaKi, a global digital
knowledge and resource center. Visit www.razorfish.com for more information. Follow Razorfish on Twitter
SpyderLynk activates branding to drive marketing results. SnapTagTM, SpyderLynk's flagship product, is the
only logo-centric mobile activation tool in the marketplace today. Brand logos, featured on any type of
packaging, advertising, signage or screens, can be made interactive with SpyderLynk's cutting-edge Code
RingTM technology. Consumers with smart or standard camera phones can snap and send a picture of a
SnapTag to activate a multi-functional, multi-media interactive dialogue with brands.
SpyderLynkTM is a leading marketing technology company leveraging innovations in mobile, image analyses
and database analytics to activate robust consumer engagements, drive retail sales conversions and enable
mobile commerce while creating ongoing consumer relationships with brands. SpyderLynk's proven solution
enables brand marketers to drive and measure consumer engagements through mass media while providing
sophisticated analytics on consumer behavior, campaign and media impact information.
Leading brands such as Coke Zero, Bertolli, Caress and Degree, Revlon, L'Oreal, Martha Stewart Omni
Media, , Warner Brothers, Toyota, Bud Light and others are using SpyderLynk's pioneering technology to
engage consumers and accelerate brand purchasing decisions. Based in Denver, Colorado, SpyderLynk
was founded in 2006 and can be found online at www.spyderlynk.com.