Coors Light Brings Fanaticos del Frio to Mobile

Latin America - español

Brand Extends Soccer Web Site to Mobile Platforms, Gives Fans Access to Fit Their "On the Go" Lifestyle

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Apr 17, 2012, 08:00 ET

CHICAGO, April 17, 2012 /PRNewswire/ -- Coors Light, the official U.S. beer sponsor of Mexico's Primera Division, has gone digital in its outreach to legal-drinking-age Hispanic consumers, giving soccer fans "on the go" access to in-depth and exclusive articles on the Primera Division, the latest scores, stats and highlights and much more.

The brand launched www.FanaticosDelFrio.com last year and now is bringing the site's benefits to fans with smart phones and tablets.

"Coors Light is as passionate about Primera Division soccer as the millions of fans across the country, which is why we're investing so much in Mexican soccer," said Cris Rivera, Coors Light Hispanic marketing manager. "Other brands might be willing to settle for having their logo on the sideline during games, but we wanted to do much more for legal-drinking-age fans. We launched "Fanaticos del Frio" last year to bring consumers top-tier, exclusive content, and now we're making it even better by adding the mobile site and app so fans can share our enthusiasm for the sport no matter where they go."

The newly launched "Fans del Frio" smart-phone application allows fans to add scheduled games directly to their smart-phone calendar, while reminding them to catch the game and to purchase The World's Most Refreshing Beer to enjoy with friends while watching the game.

The new "Fanaticos del Frio" mobile site offers much of the content of the official site, including Quiniela, a contest that allows aficionados to test their knowledge of the sport by predicting which teams will win from week to week. By registering and creating a profile, fans that successfully predict each week's outcomes will be featured on the website.

Ms. CoolCast, the official online hostess of Coors Light game day viewing parties, makes a special appearance on the mobile site, encouraging fans to boot up their PCs during live games to watch with her. The interactive CoolCast portal is only available on the main website and uses the computer's camera to take snap shots of consumers' game day celebrations while interacting with live games broadcast on TV. She cheers for the fan's team and even talks a little smack to the referee.

This spring's plans for Coors Light to support Primera Division soccer and its fans don't stop in the digital world. Coors Light also is sponsoring player appearances in select markets and offering chances to win soccer-related prizes through its "La Unica" sweepstakes. Consumers can enter by texting the official UPC/entry code found on specially marked packages of Coors Light to 4COLD (42653) or by visiting FanaticosDelFrio.com/PaseDePrimera for more information. Coors Light will also bring star player, Rafael Marquez Lugo, of the Athletic Club Morelia to the U.S. for exclusive appearances in select cities in Texas and California.

Since 2010, when Coors Light became the official U.S. beer sponsor of the Primera Division, the brand has deepened its relationship with the Hispanic community in the U.S. As the official beer sponsor of Mexico's Primera Division, Coors Light is the first non-Mexican beer brand to sponsor the intensely-followed league. For more information on the FMF and how to enter to win great prizes, visit FanaticosDelFrio.com.

About the Federacion Mexicana de Futbol A.C. (FMF) and Primera Division
Headquartered in Mexico City, the Federacion Mexicana de Futbol (FMF) is the governing body of soccer in Mexico that oversees the Mexican National Team, Primera Division and its affiliated professional lower division and amateur sectors. The FMF, which is governed by CONCACAF, a member of FIFA, was established in 1927. The Primera Division has 18 clubs. Each season, the League holds two tournaments, Apertura during the fall and Clausura in spring. For more information please visit femexfut.org.mx.

About MillerCoors
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company's premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World's Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

SOURCE Coors Light