Coors Light : Yard Card Program
The Yard Card program was a modified collect and win game with an Instant Win component that SCAinteractive developed for Coors Light to run in conjunction with Applebee's Restaurants and NFLShops.com. Contestants visited one of the 1,401 Applebee's locations nationally and received a Coors Light Yard Card game piece which contained a game code. The card directed consumers online to enter their Game Code to see if they were instant winners. For those game codes that were not instant winners, contestants were awarded yards (points) which were accumulated into an account. Yards could then be redeemed online at NFLshops.com for discounts towards merchandise. An SMS entry method was also developed so contestants could text their game codes to determine if they were winners. After five texts, contestants were forced to link an online account with SMS entries.
"The MillerCoors folks and the individuals at Applebee’s believe this is one of the best programs they’ve ever seen. The cards do in fact drive repeat visits/purchases and the program is incredibly simple to execute."
"I personally think it’s one of the most effective and unique promotions I’ve seen in the on-premise channel. I’m pleased with the participation of the guests and more so the participation of the Applebee’s franchise system. This contest has hands down the largest participation numbers of any national program we have run."