Innovative Initiative Puts Coors Light In Middle Of Football Action For Tivo Users

Stock beer shotExclusive, Integrated Program Throughout Remainder of NFL Season to Include Consumer-Generated Content

Coors Light, “The World’s Most Refreshing Beer,” and TiVo today announced a first-of-its-kind advertising program that will make Coors Light a prominent presence on the TiVo user interface during NFL telecasts. The advertising program debuts this week and includes the Super Bowl, one of the most watched events of the year.

Coors Light will deliver its “refreshment as cold as the Rockies” message to TiVo viewers in several ways throughout this period. Whenever fans see a Coors Light prompt while watching NFL programming, they will have the opportunity to go to the Coors Light NFL Showcase. The Showcase will offer a variety of special content such as behind-the-scenes footage from the popular Coors Light “Coaches” ads, consumer-generated versions of the TV spots and details on how to win Super Bowl tickets and other prizes as part of the Coors Light “Countdown to 44” promotion.

“This is an exciting opportunity to strengthen consumer awareness of Coors Light as the Official Beer Sponsor of the NFL and Super Bowl by engaging the millions of TiVo users across the country,” said Jackie Woodward, vice president of marketing services at MillerCoors. “By going beyond the traditional 30-second TV ad and providing unique, engaging content at multiple entry points, we expect to make a strong impact with TiVo viewers.”

Anytime a fan pauses or deletes NFL programming, they will see a Coors Light-branded prompt inviting them to visit the Coors Light NFL Showcase Page. A prompt also will appear on TiVo Central, the TiVo Showcase Grid and during Coors Light ads that show on screen when consumers are rewinding or fast-forwarding programs.

As part of the Coors Light Showcase, Coors Light and TiVo will team up with XLNTads to invite legal-drinking-age consumers to create their own take on the Coors Light “Coaches” ads. XLNTads has posted a creative brief for the Coors Light assignment before its Poptent network of 12,000+ videographers and is expected to receive more than 100 video entries for the brand to consider for the TiVo Showcase.

Tara Maitra, vice president and general manager of content services and advertising sales at TiVo Inc., said, “With the increase of DVR homes across the country, brands need to be able to expand their presence and offer unique, compelling content for consumers. As TV viewing habits evolve, even sporting events, which are typically watched live, are becoming more prone to timeshifting and, as a result, are experiencing increased levels of commercial avoidance. We are pleased that Coors Light is taking advantage of our full suite of interactive advertising options as our solutions provide unique ways to reach the DVR viewer.”

About XLNTads

XLNTads produces videos for commercial and web use through its sister site, Poptent is a social network of 12,000 independent commercial video creators, with members in over 80 countries. This network of creative talent connects with brands through an approach called “crowd sourcing”, developing scores of video solutions for each assignment embraced by XLNTads clients. This Internet based creative solution develops network ready commercials and video content for about one-tenth the cost of traditional production methods. Poptent was launched in 2008 by XLNTads, LLC, and has produced over 40 different campaigns for major brands. Visit or for more information.

About TiVo Inc.

Founded in 1997, TiVo Inc. (Nasdaq: TIVO – News) developed the first commercially available digital video recorder (DVR). TiVo offers the TiVo service and TiVo DVRs directly to consumers online at and through third-party retailers. TiVo also distributes its technology and services through solutions tailored for cable, satellite and broadcasting companies. Since its founding, TiVo has evolved into the ultimate single solution media center by combining its patented DVR technologies and universal cable box capabilities with the ability to aggregate, search, and deliver millions of pieces of broadband, cable, and broadcast content directly to the television. An economical, one-stop-shop for in-home entertainment, TiVo’s intuitive functionality and ease of use puts viewers in control by enabling them to effortlessly navigate the best digital entertainment content available through one box, with one remote, and one user interface, delivering the most dynamic user experience on the market today. TiVo also continues to weave itself into the fabric of the media industry by providing interactive advertising solutions and audience research and measurement ratings services to the television industry TiVo, ‘TiVo, TV your way.’, Season Pass, WishList, TiVoToGo, Stop||Watch, Power||Watch, and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. © 2009 TiVo Inc. All rights reserved. All other trademarks are the property of their respective owners.

About MillerCoors

Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company’s premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, WI and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create America’s best beer company by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.