MillerCoors' Coors Light continues to throw its marketing muscle into mobile messaging with a new campaign that encourages consumers to upload pictures of themselves and friends partying for a chance to win prizes.

The beer giant?s ?Coors Light Refresh Your Night? promotion encourages consumers to find keywords and short codes around bars that can be used to text in photos. The promotion runs through Oct. 31 within seven markets in the Northeast region: Philadelphia, Syracuse, Buffalo, Albany, Boston, Pittsburgh and New York.

?Millennial consumers often say, ?If there isn?t a picture, then it never happened,?? said Josh Davis, trade marketing manager of on-premise for the Northeast region at Coors Light, Chicago.

?They are all about shared experiences with their friends,? he said. ?We want Coors Light to be a part of their experiences during a night out, and now we?ll provide a keepsake to remind them of a great time out with friends.?

Share on mobile
Consumers are encouraged to text a picture of themselves showing how they transition from day to night. Photos uploaded will be entered to win prizes such as packages or Coors Light products.

For example, one prize includes a limo and night out with concert tickets and party invites to nine of the winner?s friends.

The short codes are unique by market, and the campaign is being promoted via geo-targeted social media, digital and radio campaigns. The brand has also rolled out special packaging on 12-ounce bottles that can be found at bars and restaurants.

Coors Light has also set up a microsite that is optimized for mobile at www.coorslight.com/refreshyournight.

Via the site, consumers can enter the sweepstakes or view a gallery of photos. Buttons next to each photo are connected to Facebook and Twitter, and users can favorite photos.

Once consumers upload a photo, they are sent back a text message with information on the sweepstakes and a link to see the gallery online.

A screenshot of the campaign's site

Mobile workhorse
Similar to other beer brands, SMS and MMS are a tried-and-true mobile tactic for Coors Light.

The company has continually run these types of promotions in the past since the entry process is simple from a consumer?s perspective and the campaigns are easy to implement.

Most recently, Coors Light teamed up with sporting good brand K2 Sports for a text-to-win campaign that encouraged consumers to learn more about a new line of skis and snowboards (see story).

Additionally, the company used a combination of SMS, mobile Web and an application to appeal to Hispanic sports fans in 2012 (see story).

In this case, leveraging MMS in particular is a smart move for the brand since consumers are already relying on their mobile devices to take pictures while out at night.

?Whether it?s day or night, for texting or taking photos, we know our legal-drinking-age consumers in the Northeast are always on their cellphones,? Mr. Davis said.

?This campaign is all about rewarding our Coors Light fans for something they?re already doing, capturing their nights out on their phones, texting and sharing with friends,? he said. ?For this reason, mobile just made sense.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York