(This is part three of a three-part series on beer companies that are building meaningful connections with their target consumers.)

In the past two posts I focused on challenger brands Sam Adams and Speight’s, both of which were built on creating close connections with a focused niche of consumers. But can big mega-brands with millions of diverse beer drinkers get in on the meaningful marketing game as well? I think a recent Coors Light campaign shows it is possible – but they have work left to do.

Coors Light recently launched a pretty interesting beer innovation – a “cold activated label” in which the mountains on the label turn from white to blue when the beer gets cold enough to drink. It’s a neat idea in a category that doesn’t get much innovation, and I think the focus on “cold” fits with the Coors Light equity in an ownable way (compared to, say, wide-mouth cans). The brand is supporting the new label with – you guessed it – a giant TV campaign. If you’re a sports fan you’ve likely been exposed to this copy dozens of times already, but if not take a gander here:

At first blush, it’s another amusing beer ad that is not especially meaningful. However, a deeper look shows some progress. A recent article in the New York Times announced that Coors Light is leveraging this ad idea to create a Facebook application that friends can use to send a “Code Blue” alert to friends and coordinate a place and time to escape from work. Coors Light has created other interesting applications on its website and MySpace page. There is a Happy Hour Locater, links to local city events, and an “Excuse-o-ator” widget that will provide you with rationale for leaving work early. All are tools that pass the Marketing with Meaning test: (1) consumers must choose to engage with them; and (2) there is a benefit even without buying the product.

Despite its progress, Coors Light is missing on a few levels. I think the biggest problem is that the 30-second ad is not truly integrated into the meaningful marketing. The TV ad does not tie into or drive viewers to the meaningful tools. C’mon, guys – there’s not even a URL at the end of the ad! We’ve seen this dozens of times with interactive work; the lead agency creates a commercial, and the client asks us to “build a digital link” after the fact. Tellingly, in the NYT article, the creative director at Draft FCB, Bill Lindsey, says that, “In this new world we live in, it’s something we’re learning to live with.” He doesn’t exactly sound thrilled to be in this new world, does he? Frankly, it is a pain in the ass to coordinate with outside agencies, and it’s much more work than AORs are used to. But the new world is here. Get used to it, and create better work. Going forward, brands must ensure that all advertising works together in a connected ecosystem – despite the lead agency insisting that it will kill the creative or take too much time.

Another big problem comes in the execution of the meaningful pieces of the program. Coors Light really should have figured out a way to use mobile (SMS) – as it is the communication tool of choice for coordinating party-goers. The article says it was not technically feasible, but we beg to differ. The Facebook application, which got such powerful buzz in this article, is nowhere to be found. Coors has purchased no Google AdWords to support consumers who are looking for its tools. And the user experience of tools such as the Happy Hour Locater is pretty poor; it feels slapped together (see Adrants‘ review of a banner ad).

Unfortunately, it’s hard to find data on the program in order to measure meaning or marketing results. But I did see that Coors Light share was up over the Memorial Day weekend. Despite a mixed execution, I’m excited to see this mass beer brand recognize the need to do something more than amuse its consumers with witty 30-second ads – and it is forcing its agencies to work together to improve. I believe the people who choose to engage with these Coors Light tools will build stronger loyalty to the brand. And the social element of the tools helps drive word-of-mouth at a minimal cost.