BACKGROUND: Long-time presenting NFL Draft sponsor, Coors Light, wanted to extend its integrated ad campaign interactivity and with the immediacy of mobile marketing.

OBJECTIVE: Increase customer interaction and give NFL Draft fans the opportunity to stay up-to-date with team’s draft picks on their mobile phones.

STRATEGY: Fans opted-in by texting Coorslight to a short code then received a message to confirm they were at least 21 and interested in receiving mobile updates.

RESULTS: Coors Light NFL Draft fans received 31 text messages, including one for each draft pick from every NFL team. The interactive mobile campaign was a part of a mutichannel marketing strategy that included television and online promotional components.