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Fullhouse Helps Coors Light Tap into Mobile Technology to Engage Consumers On-Premise

Across the country this football season, Coors Light brand ambassadors are counting down to Super Bowl XLIV with 44 days of football excitement, bringing energy to the on-premise consumer experience and engaging consumers with Coors Light 1st and Cold. This branded interactive football game is bringing big fun on a small scale – using the iPod® Touch.

“The small size of the iPod® Touch used to play the game in bars and restaurants allows brand ambassadors to bring the Coors Light experience right to the consumers at their table and allows for a personal, one-to-one interaction with consumers,” says Eric Zoromski, president of Fullhouse. “It also requires minimal set up, doesn’t take up a lot of space and is highly portable.”

During on-premise events, brand ambassadors approach consumers and invite them to take to the cold and drive the field in a high-flyin’ offense-only football game from Coors Light, the world’s most refreshing beer. Players have two minutes to rack up as many points as possible by repeatedly driving a 50-yard field in four downs to score. Players can choose to pass or run the ball in, or can test their kicking skills and go for three. Players tap to pass, tilt to run and swipe to kick. Top scores get posted to the game’s leaderboard.

The on-premise Coors Light Super Bowl XLIV promotion started December 26, 44 days before Super Bowl XLIV. The Coors Light 1st and Cold game will be in use during the same timeframe. Consumers are being invited to continue their Coors Light 1st and Cold game experience beyond the bar by downloading it from the iTunes® App Store; just search “Coors Light 1st and Cold.”

The iTunes® version of the game allows consumers with a connection to the internet to see other players’ scores. It also includes a Facebook Connect option where consumers can post their scores to their personal Facebook page. Allowing consumers to share scores on their personal Facebook pages helps to create visibility and builds in a viral hook for the game. As consumers post their scores to their Facebook status updates, they not only build awareness of the game, but can also challenge their Facebook friends to download the game and try to beat their score.

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