Consumers will be invited to submit an online request for a voucher, which can be redeemed for a free bottle of the beer at Pitcher & Piano bars. They will have the option to receive the voucher by SMS or as a printed voucher. Each is traceable to provide an insight into consumer behaviour.
The activity is intended to drive footfall in bars, as well as sales of Coors Light.
The initiative was created by credit card-payment processor Commidea. Mobile marketing technology developer Eagle Eye Solutions is running the activity.