• The New York Times, Wednesday, May 28, 2008 10:15 AM

Looking to get your friends together for a beer after work next week? Or more specifically, a Coors Light? Starting Monday you can log on to Facebook and send them a Code Blue alert, and even a map to the gathering place.

The name Code Blue plays off the new Coors Light cans that turn blue when cold enough to drink. Coors Brewing is launching an entire social media campaign centered on the Code Blue content that includes a new presence on MySpace in addition to the Facebook play. These moves come on the heels of several new media efforts for Coors, including a "Never Hide"-style viral video in which a man pours beer into glasses from increasingly unlikely heights, and a user-generated content contest for the Super Bowl.

The multi-media campaigns are also indicative of a new reality that requires collaboration among disparate agencies, in this case involving Avenue A/Razorfish, Draft FCB and the Integer Group.

Read the whole story at The New York Times »