Molson Coors' Different World Drinks has chosen the mobile channel to promote its big-name beer brands such as Blue Moon and Dos Equis.

Different World Drinks sells a range of beer brands such as Kasteel Cru, Grolsch Weizen, Dos Equis, Blue Moon, White Shield and Zatec. The company tapped Adeye to use a variety of mobile marketing and live promotional techniques to showcase the beers from Different World Drinks at a boat launch in Bristol Docks, an event held yesterday for its top 30 regional customers.

"Different World Drink is the innovative brand team within the Molson Coors Brewing Company," said Gavin Hogg, sales manager at Molson Coors, Bristol, England.

"This mobile initiative suits the lifestyle of its customers who are owners and decision-makers of bars, pubs, restaurant to see how powerful mobile marketing can be," he said.

Adeye, a mobile media house that uses Bluetooth technology to target consumers with mobile ads, games and other content, sent out invitation and tickets to the event via SMS, which linked recipients to a new mobile site developed by Adeye.

The site's content was all informational, featuring Molson Coors-owned Different World Drinks beer brands, along with the opportunity to win a meal for two at Smith's of Smithfield.

SMS wasn't the only mobile marketing channel employed by Adeye.

The company used Bluetooth technology set on the boat to promote brands directly to the event guests' mobile phones.

"Using Bluetooth, we will be sending out a Java application, which guests can download to get information about the event and information about the different beer brands," Mr. Hogg said.

The interactive downloadable application will deliver a special to guests, designed as a mobile multimedia brochure that will be available for viewing during or after the event.

This isn't Adeye's first time around in the world of beer.

Recently Adeye ran a mobile trial in seven pubs promoting Carling with an SMS pub quiz, offering bar guests the chance to win pints of Carling instantly.

Adeye also headed up the Worthington's campaign with the same basic strategy of an SMS quiz in exchange for free pints of beer, only this time Adeye partnered with Gloucester Rugby, a premiere English rugby team.

Adeye credits the Worthington campaign with the development of its unique database of fans, proven by the campaign's 50 percent participation rate.

Molson Coors was targeting pub owners with yesterday's event.

"Adeye opens up a new channel to communicate with Molson Coors' clients in a way they never have done before," Mr. Hogg said. "It is personal and they can also target promotional marketing on the mobile, as well as it will be a educational journey for the clients.

"It will also be educational for Molson Coors on how they can promote and advertise the beer brands directly in the consumer's right hand while the beer is in their left hand," he said.