Molson Coors pushes beer brands with new mobile partnership

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After launching Different World Drinks to sell specialty beers earlier this spring, the Molson Coors Co. is getting into mobile marketing to help position its products.

The Different World Drinks group, which includes beers such as Kasteel Cru, Grolsch Weizen, Dos Equis, Blue Moon, White Shield and Zatec, has partnered with mobile marketing firm Adeye to promote its beer brands to both the business-to-business and business-to consumer spaces

B-to-c efforts are being developed to promote directly to consumers on the mobile phone. These efforts will be tied into traditional print and in-bar marketing.

“The main audience is people who go to pubs and they generally do not have online access when they are out, so mobile is a very good area for them to promote their beer brands,” said Tommy Jensen, CEO of Adeye Mobile.

The b-to-b campaign work is being used to promote a Different World Drinks showcase event at a boat launch in the UK for 30 of its regional customers on July 16. Invitations and tickets for the event were sent out via SMS, and recipients were directed to a new mobile WAP site developed by Adeye. At the event, Bluetooth technology will be used to promote the beers directly on guests' mobile phones. This includes an interactive application that will deliver a special, designed-for-mobile multimedia brochure that can be viewed during or after the event.

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