Colorado's Native Lager, A.C. Golden is using the model that worked for MillerCoors' Blue Moon: seeding the brand through word-of-mouth and letting consumers feel as if they "discovered" the beer for themselves, which encourages them to introduce friends to it. To do so, it's putting the entirety of its tiny Colorado Native budget into mobile and social-media channels. With social media generating a more personal experience (as opposed to a nationally aired television commercial), people spread the word of their personal "find" with more sincerity.
Every Colorado Native label is affixed with a "SnapTag," which, if photographed on a mobile device and e-mailed to a specified phone number, allows the brand to begin a conversation with its drinkers.
After e-mailing in a picture of the logo, a drinker will first get a reply asking for their birthday. If they say they're older than 21, they'll be queried with Colorado-centric trivia about their hobbies and interests, and the database will remember the answers and use them to craft future communications and offers to each individual drinker.
Full story here Colorado Golden