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(July 24, 2001) MONTREAL -- Molson's Coors Light brand has launched a promotion across Quebec that involves what is believed to be the first use of Global Positioning System technology in a sales promo.

With the the Coors Light Tracker Bottle promotion, consumers who open a twist cap on a winning Coors Light bottle are located by GPS satellites and "tracked down" to their location by a Coors Light/MusiquePlus trackers team.

Quebec consumers have the chance until Sept. 28 to find one of three Coors Light Tracker Bottles. Specialty TV channel MusiquePlus will air the process of finding each winner from the moment the bottle is opened to the moment the trackers team arrives at his or her house to award the prize: an all-expense-paid trip for two to Los Angeles.

A contest is also being run on the MusiquePlus Web site where, each week, a participant can win a kit full of Coors Light gadgets. And all participants are eligible for a grand prize of a Coors Light silver-colored sofa.

Marketing Drive Canada, Toronto, created the tracker bottle concept and promotion. -- Gail Chiasson

Copyright July 2001, Crain Communications Inc.

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