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Client Objective Building on the success of previous
executions, Coors Light was looking for a way to tie its popular Mystery Mansion promotion more directly to sales while leveraging innovative tools to enhance the perception of exclusivity for the
contest.
Solution We created a multiplatform solution that included QR Codes in pack integrated with SMS, IVR and a mobile web destination. Coors Light drinkers received a
card in cases giving them a chance to win a trip to the mansion by texting in a PIN code. In addition, they could scan a QR code to peek at what happened last year at the mansion. Visitors to
coorslight.ca could try to “sneak into the mansion and would be alerted via SMS and IVR if they got kicked out. A/B testing was used to determine what impact an instant win component would have on
participation and sales.
Results QR codes proved to be an effective tool for engaging consumers when distributed in pack as entries surpassed expectations. Coors Light saw an additional impact
on sales from instant win mechanics as consumers who saw that option purchased twice as much as those exposed to the basic contest. Based on the success of QR codes in pack, the program is being
expanded on pack in 2010.