Dive Brief:
Molson Coors Beverage Company is promoting the debut of a new organic, low-calorie brew by challenging consumers to go on a literal beer run, a press release announced.
For National Beer Day today (April 7), the marketer deployed professional runners in New York City s Central Park wearing shirts emblazoned with giant QR codes. People who got close enough to scan the codes received a rebate for a 12-pack of Coors Pure.
Through April 14, Molson Coors will also dole out rewards to fans who record a beer can-shaped run on their preferred fitness-tracking app, screenshot the route and submit it via email to [email protected] The Coors Beer Run campaign is supported by ads on TV, podcasts and digital channels including YouTube, Facebook, Twitter, Instagram and Snapchat.