Coors Light Encourages Sports Fans To Celebrate The Cold With Epic Weather-Based Giveaway

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CHICAGO, Jan. 23, 2014 /PRNewswire/ -- Amid record-low temperatures nationwide and chatter about the weather conditions in the northeast over the next two weeks, Coors Light^® not only is welcoming the cold, it's embracing the "Super Cold" with a week-long Facebook giveaway and a series of exciting events.

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The beer that delivers "refreshment as cold as the Rockies" to legal-drinking-age consumers in Super Cold Activated bottles and cans and is the best-selling beer in New York is starting "Super Cold Week" January 26, the day of the first of two Coors Light NHL Stadium Series™ games in the Bronx.

The celebration includes the Coors Light #SuperColdWeek Giveaway, a week-long Facebook giveaway that starts January 26 and continues through February 2. This weather-based giveaway, linking to the 34-degree temperature at which Coors Light is frost-brewed, will give people across the country a reason to get excited about the weather in New York. At any point during #SuperColdWeek, if consumers see blue mountains on a Coors Light bottle or can in a photo on the brand's Facebook page and a giveaway is announced, they could receive a beer gift.

Throughout the week, the Coors Light Explorers are taking NHL Stadium Series markets by storm, ranging from a special "ice mountain" event in Los Angeles to bar appearances in New York and New Jersey. Fans at the NHL Stadium Series in New York might even get their beer delivered by the Explorers.

"Coors Light was born in the Rockies and is frost-brewed at 34 degrees, so we understand it takes a special mindset to truly embrace the cold," said Tristi Pfeiffer, Coors Light director of marketing. "Others can spend their time worrying about whether it will be too cold in New York. We'd rather celebrate the fans who recognize that a touch of cold makes life more enjoyable, whether it comes in your favorite beer or while watching your favorite team."

With up to $250,000 worth of Coors Light gift cards being shared as part of the #SuperColdWeek Giveaway, there are plenty of chances to get rewarded. Legal-drinking-age consumers simply need to closely watch the brand's page on each of the eight days of #SuperColdWeek for photos showing the blue mountains and an announcement of the giveaway. Photos could be posted at any time; when a photo is posted, the first 1,250 people to register by clicking the link get a $25 Coors Light gift card to buy beer. (Residents of California, Pennsylvania, Texas and Virginia are not eligible for the $25 gift cards because of state laws. California residents can get a $3 gift card; Pennsylvania residents can get a $15 gift card; Texas residents can get a $1 gift card; and Virginia residents can get a $10 gift card.)

Punctuating the second half of #SuperColdWeek will be a special concert featuring a performance by Grammy-nominated country music star Jason Aldean and a DJ set by Questlove, the legendary Roots drummer. This ticketed event will take place January 31 at Irving Plaza in New York City.

Beer drinkers throughout New York and New Jersey have a chance to get tickets to this event; valuable NHL Stadium Series tickets and swag; and NHL.Shop.com discounts and gift cards, all delivered by the Coors Light Explorers who are visiting more than 50 area bars throughout January. At the January 24 Los Angeles "ice mountain" event, consumers can win tickets to the NHL Stadium Series game in Los Angeles and other hockey-related prizes. Coors Light also will stage an "ice mountain" event in Chicago prior to the NHL Stadium Series game there.

Additional marketing support around Coors Light #SuperColdWeek will include heavy digital integrations through brand-owned social pages and interactive advertising material on partner sites such as NHL.com, NBC.com, Bleacher Report's Team Stream and ESPN's Scorecenter app.

Coors Light also is partnering with TEAM Coalition to offer fans the Responsibility Has Its Rewards program at both NHL Stadium Series games in New York. Fans who pledge to be designated drivers will receive a souvenir photo in a Coors Light-branded lanyard and ticket holder. In addition, TEAM Coalition will give fans the chance to enter to win two tickets to the Jason Aldean/Questlove concert. (Restrictions apply. See rhir.org/stadiumseries.asp for more details.) The brand also is partnering with Hailo to provide $10 cab codes at both games and the concert. (Intended for 21 and older; one code per consumer. Hailo app required. Begins January 25, 2014, and ends February 1, 2014. Visit hailocab.com/CoorsLight for more information.)

For more information on #SuperColdWeek, exclusive content and instructions on how to participate, please follow @CoorsLight on Twitter or visit Facebook.com/CoorsLight.

NHL and the NHL Shield are registered trademarks and the NHL Stadium Series name and logo are trademarks of the National Hockey League.

About MillerCoors
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, Coors Light and Miller Lite, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. The company offers a variety of leading craft and import brands, including Blue Moon and Leinenkugel's, through its Tenth and Blake division. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisc., and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

SOURCE Coors Light