Coors Light Brings Fanaticos del Frio to Mobile

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

Coors Light 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.