From MillerCoors:
CHICAGO, IL--(Marketwire - Feb 19, 2013/mbb/) - The beer that delivers "refreshment as cold as the Rockies" is offering a bit more this spring to fans of snow-topped mountains.
Through a partnership with K2 Sports, Coors Light and Coors Banquet are giving legal-drinking-age consumers a chance to win a variety of prizes that will make their skiing or snowboarding experience even more memorable. Prizes will be awarded through text-to-win promotions in select markets and through the Coors Light Facebook page; prizes include trips to Kamp K2, cold-activated skis and snowboards and special dual-branded merchandise.
The K2/Coors Light cold-activated skis and K2/Coors Banquet cold-activated snowboard feature mountain imagery that turns blue at the right temperature, a sign that it's time to hit the slopes.
"These are two brands that understand the passion people have for the mountain lifestyle, whether you live at 10,000 feet or visit a couple times a year," said Dan Hennessy, senior director of marketing for the Coors Family of Brands. "K2 helps you get down the slopes in style, and after you're done on the slopes, there's nothing like celebrating a great day on the mountain with The World's Most Refreshing Beer."
The promotion runs now through April 30, 2013. Legal-drinking-age consumers can like the Coors Light Facebook page for the chance to win random giveaways, or see participating beer retailers in select markets for details on how to enter the text-to-win promotion.
"K2 couldn't be more excited about collaborating with Coors Light on multiple levels," said Jeff Mechura, vice president of global marketing for K2 Sports. "K2 has been riding Rocky Mountain Freshness, in our own way, for more than 50 years. It's great to have a partner in Coors that shares the same passion for great product and fun times in the mountains."
The Coors Light/K2 Sports promotion will be supported with digital marketing, including social media content and web episodes featuring K2 athletes, and with retail point-of-sale materials.
The trip to Kamp K2 includes four days and three nights at the Silver Skis Lodge in Crystal Mountain, Wash., featuring no lift lines and fresh tracks in empty terrain parks. In addition to this exclusive access, winners will receive free food and beverage, as well as an invitation to attend the nightly parties in the Kamp K2 Party Tent.
Additional prizing includes K2/Coors Light backpacks, hoodies, beanies, fingerless gloves and koozies.
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