Effort: "Original Coors/ Coors Light Players Playoff Bonus Sweepstakes."
Agency: Integer Group, Lakewood.
Twist: Coors is focusing its football promotion on the NFL playoffs in January. During the four-week effort, entrants in weekly sweepstakes can win the amount players earn as a bonus for competing in the playoffs.
Vital statistics: Point-of-purchase materials and promotional radio spots back the effort in select markets. The brewer named ESPN announcer Dan Patrick as promotion front man, with his image appearing on in-store marketing materials. Sweepstakes entry forms are available in packs of Coors Light and Original