Coors Light Releases First “Smart Tap” Dispenser
Coors Light has released what it calls the first ever “smart tap” beer dispenser. Not only does the tap pour a beer, but it also monitors social media activity from rival Bud Light. When Bud Light attacks Coors Light online, a sign will light up and offer customers a free Coors Light on the house. The smart tap is currently active in a handful of cities across the country. The idea was created from Bud Light’s Super Bowl advertisement, which has turned into a public relations nightmare. The spot criticized other brewers for using corn syrup in its recipe. Coors Light has responded to the campaign several times online and through advertisements.
Such initiatives often attract media attention and social media traffic, which helps boost brand awareness and can translate to sales.