CHICAGO, IL, Feb 19 (Marketwire) —
The beer that delivers “refreshment as cold as the Rockies” is offering a
bit more this spring to fans of snow-topped mountains.
Through a partnership with K2 Sports, Coors Light and Coors Banquet are
giving legal-drinking-age consumers a chance to win a variety of prizes
that will make their skiing or snowboarding experience even more
memorable. Prizes will be awarded through text-to-win promotions in
select markets and through the Coors Light Facebook page; prizes include
trips to Kamp K2, cold-activated skis and snowboards and special
The K2/Coors Light cold-activated skis and K2/Coors Banquet
cold-activated snowboard feature mountain imagery that turns blue at the
right temperature, a sign that it’s time to hit the slopes.
“These are two brands that understand the passion people have for the
mountain lifestyle, whether you live at 10,000 feet or visit a couple
times a year,” said Dan Hennessy, senior director of marketing for the
Coors Family of Brands. “K2 helps you get down the slopes in style, and
after you’re done on the slopes, there’s nothing like celebrating a great
day on the mountain with The World’s Most Refreshing Beer.”
The promotion runs now through April 30, 2013. Legal-drinking-age
consumers can like the Coors Light Facebook page for the chance to win
random giveaways, or see participating beer retailers in select markets
for details on how to enter the text-to-win promotion.
“K2 couldn’t be more excited about collaborating with Coors Light on
multiple levels,” said Jeff Mechura, vice president of global marketing
for K2 Sports. “K2 has been riding Rocky Mountain Freshness, in our own
way, for more than 50 years. It’s great to have a partner in Coors that
shares the same passion for great product and fun times in the mountains.”
The Coors Light/K2 Sports promotion will be supported with digital
marketing, including social media content and web episodes featuring K2
athletes, and with retail point-of-sale materials.
The trip to Kamp K2 includes four days and three nights at the Silver
Skis Lodge in Crystal Mountain, Wash., featuring no lift lines and fresh
tracks in empty terrain parks. In addition to this exclusive access,
winners will receive free food and beverage, as well as an invitation to
attend the nightly parties in the Kamp K2 Party Tent.
Additional prizing includes K2/Coors Light backpacks, hoodies, beanies,
fingerless gloves and koozies.