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Debuting this month, AC Golden Brewing Co.’s Colorado Native beer is making use of state-of-the-art mobile marketing, thanks to SnapTags, to create a real connection with consumers. Not only is Colorado Native the first beer to use the innovative technology, but it’s also the first consumer product to place a SnapTag directly on its packaging.
“We wanted to reach our potential consumers where they are, and that’s on their cell phones,” noted Glenn Knippenberg, president of AC Golden Brewing Co., which is based in Golden, Colo.
To reach these consumers, Colorado Native’s marketing strategy relies almost completely on social media networks and mobile marketing, including Denver-based SpyderLynk’s SnapTags, which enables brew enthusiasts to “snap” pictures of the Colorado Native logo with their cell phones and text or e-mail the images to the beer to initiate a one-on-one dialogue.
“Our goal is to talk with our consumers about things that are relevant to them, instead of having a monologue where we just push messages at them,” explained Knippenberg. “And in our ongoing interactions with them, they’ll end up ultimately defining the brand for us.”
By employing the patent-pending SnapTag technology, Colorado Native is making its logo a mobile marketing activation point. AC Golden Brewing Co. chose SnapTags because of their ease of use and the fact that they don’t require the downloading of any software or application to a handset.
In addition to SnapTags, Colorado Native will have a strong online presence in appropriate social media networks in addition to its own mini-game, in which legal-drinking-age skiers and mountain bikers are encourage to think up creative ways to get out of I-70 mountain traffic as fast as possible.
Made with barley from the Colorado’s San Luis Valley, water from the state’s mountains, and hops from local growers, Colorado Native is sold throughout its home state in bottles and on draft. The suggested retail price is $8.49 to $8.99 for a six-pack.