In its latest promotion, Coors Light has ventured where no other beer manufacturer has gone before, by installing an electronic tracking device into its bottles.

The device, operated by Global Positioning System (GPS) technology, has been fitted into three bottles in packs of Coors Light currently on sale in Quebec. The Coors Light Tracker Bottle is activated when the cap is twisted off, enabling a tracker team to locate the winners via satellite.

"The brewing industry is a very competitive environment and we're constantly searching for a promotion that will stand out and attract the attention of the consumer," says Denis Ferlatte, Coors Light brand manager. "As far as we are aware, this is the first time that this technology has been used in the beer industry."

"We are anxiously waiting for the first phone call," he continues. "The team is on hand, ready to go out and track down the first winner."

The promotion, which started on July 16, is a joint effort with Quebec TV channel MusiquePlus, so the process of tracking down the winners will be aired live on TV. Viewers can tune in to watch everything from the moment the team sets out to find the winner until the moment they ring on the doorbell to award the grand prize - an all-expense paid trip for two to Los Angeles.

"It is the first time we have done a promotion with MusiquePlus in Quebec," says Ferlatte. "The two brands connect really well because we have the same target consumers - adults under the age of 29 who enjoy having fun." The tracker team is made up of MusiquePlus and Coors Light staffers.

Toronto-based agency Marketing Drive Canada developed the tracker bottle concept on behalf of Coors Light, and also spearheaded the campaign surrounding the promotion.

Stacia Morris, account supervisor at the agency says, "A lot of traditional contests are very impersonal, but this idea makes the whole presentation of prizes very dramatic, and brings it to life for all the people watching on TV."

Coors Light has also launched a contest to give away secondary prizes via the MusiquePlus Web site (www.musiqueplus.com. Participants have to search the site to find two hidden Coors Light bottles, and can enter to win a kit filled with Coors Light gadgets. One kit will be given away every week throughout the promotion, which ends on September 28. All participants will be entered in a grand prize draw for a Coors Light silver sofa, to be held on September 4.

TV ads to support the campaign were launched in Quebec on July 23, with both French and English versions.

The spot starts with a young man opening a bottle of Coors. The viewer is then given the sensation of riding on one of the waves that comes out of the bottle, and disappearing up to a satellite. This is followed by the image of a carrier crow delivering a prize.

Ferlatte explains: "The aim of the ads is really to explain the amazing state-of-the-art technology behind this promotion, and to build up general excitement to encourage consumers to buy the bottles.