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.