Coors Light, a subsidiary of Molson Coors Brewing Co., is launching a mobile initiative as part of its continued "Cold Certified" campaign to create interactivity between consumers and the brand.

The promotion asks consumers to create and submit a slogan for the Coors Light brand that begins with the words "Colder than?" via the Coors Light WAP site, SMS or in the Coors Light iPhone application. Coors will be accepting submissions until Aug. 16 for this mobile initiative, powered by MyThum Interactive.

"The industry is seeing increased usage of SMS from previous users and new users are adopting the technology," said Michael Carter, President of MyThum Interactive, Toronto, Canada.

"Although SMS is not the most attractive function available on the mobile device, it is essential as it continues to reach the largest and broadest segment of users which allows Coors Light to start and continue a dialogue with text based users," he said.

The contest will be promoted using print, email advertising, online banner ads, social media activities and out-of-home advertising in major Canadian cities such as Montreal, Toronto, Vancouver and Calgary.

Coors Light claims that the creativity of the public is sometimes better than the company's and that this year Coors wanted to give consumers the chance to be a part of the "Colder Than" campaign.

The print and out-of-home advertisements were created by DraftFCB and the online initiative was managed by 58Ninety.

"The challenge for every marketing campaign focuses on how to effectively reach the desired target demographic," Mr. Carter said.

"The campaign urges consumers to come up with their own slogans to feel like a part of the campaign rather than the audience," he said. "Molson has integrated users into the creation of the campaign to capitalize the collective intelligence of their consumers."

Users who prefer to make their submission via the mobile Internet can visit www.coorslight.ca with their mobile device to give Coors a taste of what they think is cold. All submissions online are censored.

Consumers who would rather communicate via text messages can text the keyword COLDER and their slogan idea to short code 26677.

The rules work a little differently for those from the province of Quebec where consumers must text the keywords FROID PLUS to short code 61224.

IPhone users have the option of downloading the Colder Than? application to their mobile device and entering the contest there.

Users must fill out the application form in full and submit their slogan in order to be entered to win.

At midnight on Aug. 17, the submission period will end and a panel of judges chosen by the sponsor will decide on 10 English entries and 10 French entries.

One person from both the English and French registrants will win a customized Coors Light refrigerator with his or her slogan placed on it and a Coors party for the winner and ten friends.

The winner's submission will also be used in Coors Light's 2010 campaign, at the sole discretion of the sponsor.

"Although all communication means are essential, mobile undoubtedly plays an essential role by providing a solution which allows consumers to be continuously connected through their mobile device," Mr. Carter said.

"This technology has changed the marketing landscape by leveraging functionality, allowing users at the point of impulse to enter their line, save images to their phone and socially interact by forwarding submissions to their friends," he said.