Molson Coors has launched two linked Coors Light ice-themed promotions, fronted by Jean-Claude Van Damme. The latest offers consumers the chance to win ‘once-in-a-lifetime adventures’ to a rave in the Coors Light ‘Ice Cave’ in Les Arcs, France plus thousands of other prizes.

There are two separate prize promotions, one on-pack for the off-trade and the other entered via social media for consumers in the on trade.

The on-pack promotion involves consumers buying a promotional pack of Coors Light, then entering a Unique Reference Nunber (URN) found on the packaging at https://www.coorslight.co.uk/en/ice-cave. Weekly draws started in August and will run until the end of October 2016, with a final mop-up prize draw at the end of June 2017.

Five winners selected through the weekly prize draws will win a trip for themselves and three friends to a rave in the Coors Light Ice Cave in Les Arcs, including flights to Lyon, a range of activities, two nights’ accommodation plus the party itself.

Other prizes in the weekly draws include 25 Coors Light branded sunglasses, 2000 Coors Light Branded beanie hats and 75 Coors Light branded ski jackets. The prize for the mop-up draw is £500.

In the on-trade promotion, consumers have to buy a pint of Coors Light, take a picture of it and then post the image to Instagram or Twitter with the hashtag #ICECAVE. This promotion starts at the end of August and finishes on October 6^th 2016. Prize draws will take place every Wednesday from September 7^th through to October 7^th, with a total of eight winners.

There are 400 runners-up prizes of £15 worth of album downloads which can be redeemed via iTunes or Amazon.

Ali Pickering, portfolio brand director at Molson Coors, says: “For us, it’s not just about delivering refreshing, great tasting beer but ensuring we consistently reward our loyal customers with exciting brand campaigns and promotions, and ‘Party in the Ice Cave’ is no exception. Consumers will have the chance to embark on an incredibly unique experience that they’ll never forget.”

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