Case Studies

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.

Objectives

  • Drive traffic to Applebee's locations
  • Sell more Applebee's & Coors products
  • Collect demographic information
  • Build a database
  • Complement the partnership between all sponsors

Program

  • Visit an Applebee's location to obtain a game piece
  • Go online or SMS the game code to see if you are a winner
  • Collect yards (points) for each game code entered
  • Select redeem button and specify how many yards to redeem
  • An email is sent with a unique PIN
  • Visit NFLShops.com and enter PIN for discounts on merchandise

Integration

  • In-store POP material and game tickets
  • Enter game codes online or via SMS
  • Cross-promotion for Coors Light and Applebee's
  • Collect yards on contest site, then redeem on NFLShops.com

Results

  • 1,401 Locations were included with seven million game cards printed and coordinated
  • Sales in participating locations rose by 30%
  • A separate version of the contest was designed and operated for California in order to accommodate state rules

Client Feedback

"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."