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Coors Brewing Company Superbowl Video Playoff

by Michelle

In a society where young audiences are living through the Internet, YouTube and other consumer-generated content platforms are becoming increasingly important to brand advertisement – and companies are jumping on the bandwagon. With social networking engines like MySpace and Facebook attracting millions of users each month, large companies such as Google, Pepsi, and Microsoft are trying to get in on the action. Microsoft recently paid a reported $240 million to buy a 1.6% stake in Facebook, valuing the privately held company at $15 billion.

Major marketing firms are turning to social networking outlets to reach audiences otherwise left out by traditional media, using young audiences to their advantage by turning the producer into the consumer. The idea behind this approach is that by allowing your consumers to advertise for you, whether it be through YouTube videos or Facebook ‘groups’, you are allowing them to connect themselves to your brand. This will create a chain reaction that will not only create users as loyal customers, but also your best advocates, as they will be more willing to help create awareness for a brand they feel they helped to create.

The Coors Brewing Company is the latest company to tap into this resource, launching a new campaign aimed at young, of-age drinkers called “Who Wants It More?” This Super Bowl promotion provides the opportunity for individuals to submit videos to the company’s website illustrating why they should win tickets to this year’s Super Bowl. The video with the most votes at the end of the competition will win an all-expenses paid trip to the big game.

The campaign marks the company’s first foray into the consumer-generated market. By allowing them to create their own content, Coors Brewing Company and other companies are creating a brand loyalty that can only be achieved through consumer participation. The amount of exposure Coors will gain from this competition goes beyond any advertising they could do on their own. The promotion is also being tied in with radio spots, online advertisements, and promotional videos on YouTube, FaceBook, and Fox Sports.

Jenny Volinakis, group manager for external communications at Coors, said part of the decision to use consumer-generated content was that it identified the right motivating factors.

“You need to look at what the motivation is for someone to spend the time to create the video, and Super Bowl tickets are a big draw for any sports fan,” she added. “It seemed like a natural fit to try this for the first time.”

So, do you think you want it more? Grab some friends, a video camera and get to it. Just remember, the world is watching.

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