Denver Beer Co. (DBC) is releasing two of its most popular brews in 12-ounce cans from Ball Corporation.
DBC utilized Ball’s new Dynamark variable printing technology to mark each can of Incredible Pedal and Graham Cracker Porter with one of 24 global positioning system coordinates.
These coordinates correspond to locations in Colorado, for a total of 24 secret locations.
The promotion, dubbed the DBC Explorer Challenge, requires participants to visit all 24 locations and take a photo in each spot to be eligible for the grand prize – free Denver Beer Co. beer for one year.
“DBC’s customers love to be outdoors,” said Charlie Berger, co-founder of DBC. “By using Ball’s Dynamark variable printing technology, we were able to create a unique challenge that encourages our fans to go out and explore the state we love.”
Incredible Pedal and Graham Cracker Porter are available in 12-ounce can six-packs across the Denver metro area.
Participants must fill out an online profile via the DBC Explorer webpage and upload their “selfies” to the contest site as they visit each secret location.
Participants will have until November 7, 2014, to visit each of the 24 locations and document their travels.
A grand prize winner will be randomly selected to receive “free beer for a year.”
Additional prizes will be awarded to other participants in the DBC Explorer Challenge.
“Increasingly, craft brewers like DBC are utilizing Ball innovations, such as Dynamark, to engage their fans and create unique experiences,” said Jay Billings, vice president, innovation, for Ball’s global metal beverage packaging business.
“And in addition to better protecting the quality beer that DBC brewers create by blocking out 100% of light and oxygen, aluminum cans are infinitely recyclable, making them the go-to package for craft beer.”