EVENTS & PROMOTIONS: PROMO SPOTLIGHT: COORS CONCENTRATES FOOTBALL SWEEPSTAKES ON NFL PLAYOFFS

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Marketer: Coors Brewing Co., Golden, Colo.

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

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